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Article

This event report covers some of the major challenges which face marketing researchers in the media industry, and explores some possibles solutions.

Article

This Company Profile from Euromonitor provides key details and analysis of Microsoft Corp, the owner of brands such as Xbox.

News

NEW YORK: Most advertisers have already leveraged some form of advanced TV in their marketing efforts and most expect it will become a significant advertising platform within five years, a new report says.

Research Paper

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

Article

This primer examines advanced television ad-buying techniques for both buyers and brands, in light of the continual change that TV is undergoing.

Article

This report explores how big data can be used by broadcasters to improve their services, building on the views of key decision makers from 14 major media groups.

Research Paper

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

Research Paper

How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing.

Research Paper

Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology.

News

MUMBAI: The penetration level of television in India means that interactive services are more likely to spread there than on mobile, a leading industry figure has argued.

Research Paper

Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied.

Article

This article presents best practice and case study examples of approaches to multiscreen marketing. It addresses the difficulty of fragmentation and recommends that in order to establish an identity, companies have to build and maintain a consistent brand that can travel and resonate across channels.

Research Paper

Today, digital television enables consumers to record and watch live television via an array of hand-held devices.

Article

In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy.

Opinion

Standing before a crowd of 2,000-plus at the Association of National Advertisers' annual 2012 Masters of Marketing Conference, Bob Liodice, the organization's president/ceo, set the bar for the conference, pledging lessons in performance from his keynote speakers.

Research Paper

Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand.

Research Paper

Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad.

News

LONDON: Targeted and interactive television ads are unlikely to make a major impact on the sector in the next few years, a study covering the US and Europe has predicted.

Article

Interactive television (iTV) promises greater consumer engagement and enhanced brand perception. Recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter.

Research Paper

This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage.

Research Paper

Gamification is a buzzword currently reverberating across the internet - but how much of it is hype and how much is reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement.

Research Paper

This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme.

Research Paper

This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, discusses how the IPA has analysed its Databank of case studies, and how four different models of organisation that have been identified.

Case Study

In 2009 Ziggo, a young Dutch telecoms company, wanted to distinguish itself from its competitors within the market for all-in-one bundles of television, internet and phone services.