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Article

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Research Paper

Past research shows that advertising awareness is systematically higher among a brand's users than nonusers.

Research Paper

This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire).

Case Study

This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Article

This article provides marketers with information and guidance on researching consumers.

Research Paper

While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design.

Research Paper

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives.

Research Paper

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Article

This essay argues that brand building needs a more human approach to appeal to the impulsive mind.

Article

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.

Research Paper

This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.

Research Paper

Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games.

Research Paper

This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil.

Research Paper

The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games.

Article

This article discusses the difference between rational and impulsive decision making, arguing that most decision making is impulsive.

News

Articles that concentrated on the relatively new discipline of neuromarketing were well-represented among the most-read Admap papers of 2013.

News

The relatively new field of neuromarketing and the role emotions play in the decision-making process emerged as a popular source of enquiry for Warc readers in 2013.