Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

146 results found
Sort by

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Opinion

It can legitimately be said that Elvis Presley probably made more terrible records than any other artist in history.

Article

This article offers advice on building effective mobile-first campaigns, based on new research.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.

Article

This obituary reflects on the life and career of Tim Broadbent, best known for his work on advertising effectiveness, who passed away this year.

News

MUMBAI: Trust is an essential aspect of advertising, highlighted by the remarks at a recent event by top agency and client-side marketers, including P&G India's managing director Shantanu Khosla and leading adman Sir John Hegarty.

News

HOLLYWOOD, FL: Procter & Gamble, the FMCG giant, is combining the benefits of scale with the agility demanded by digital media to thrive in the new marketing ecosystem, according to Marc Pritchard, its global marketing and brand building ...

Article

This event report outlines how Procter & Gamble, the FMCG giant, is blending scale and agility to tap the diverse possibilities now offered by the digital marketing ecosystem.

Article

This article provides marketers with information and guidance on setting marketing budgets.

Article

This article argues that the advertising industry needs a more balanced respect for the past to make sense of the present, rather than mythologising advertising heritage.

Article

This article highlights 12 predictions for developments in digital and media that could affect brands in 2014. These include:

Article

This event report discusses how Bob Liodice and Gayle Fuguitt, presidents/ceos of the Association of National Advertisers and Advertising Research Foundation respectively, see the future of measurement.

Article

This event report discusses five issues that the Interactive Advertising Bureau believes will shape the digital marketing agenda to 2020.

Article

This event report looks at some of the ways in which brands can get the most out of native advertising, from building awareness to promotions.

Article

This article lists the five most influential digital campaigns of the 2000s, finding that three approaches create the greatest success: creating your own digital challenges, incentivising following, and putting consumers first before adapting technology to them.

Research Paper

This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.

Case Study

This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales.