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Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Case Study

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Article

This article examines the considerations retailers must make before they use chatbots to engage with consumers on a range of channels, and outlines some useful guidance they should look at when setting up chatbots, with examples from H&M and Kia.

Article

This event report outlines how Walmart, the retailer, is tapping the power of mobile to boost the in-store experience, as well as to engage consumers digitally.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

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 reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.

Article

This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

News

AFRICA: Africa's mobile operators are encouraging the development of apps for use with feature phones, which remain the most widely owned mobile device on the continent.

Article

This Company Profile from Euromonitor provides key details and analysis of Under Armour. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the clothing and accessories market.

Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Case Study

This case study shows how Colgate, an oral care brand, increased awareness to the brand and the issue of oral care through a high profile sports team endorsement campaign.

Case Study

This case study presents the integrated campaign devised by Mozilla, a for-profit company owned by a non-profit organization, to launch its own smartphone in the growing African communications market.

Case Study

This case study shows how Plume Labs, a predictive technologies start-up, created a Twitter engagement campaign to increase awareness around air pollution in London.

Case Study

This case study demonstrates how Dell, an American multinational computer technology company, used audience insight and humour to make it part of the IT conversation and become a real contender when IT decision makers in German companies considered a new hardware purchase.

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.