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Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This article offers insights into the consumer behaviour of underweight consumers in India, which has 40% of the world’s underweight population.

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 offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

News

SHANGHAI: KFC, a leading international brand in China, has tapped artificial intelligence and music to engage the country's lucrative Gen Z consumers, who make up 17% of the total population.

Article

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.

Article

This article explains why opinion polls still remain the reference in public affairs, despite being criticised for inaccuracy.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

News

TOKYO: When designing digital transformation initiatives, companies must prioritise customer experience and the 'human factor' while pushing back against marketing 'silos', a senior agency figure has said.

Article

This article offers four key themes that marketers should follow when digitally transforming their business, including thinking from the customer's perspective, avoiding silos, digitising the customer experience and last-mile.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article examines The Google project, a digitally powered cluster of billboards on which the content was updated to fit with the events of the day, run in London's Old Street area.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

News

BEIJING/NEW YORK: Luxury brands have detected an upturn in China, although observers have cautioned that the nature of market has changed since the last boom and that brands will need a different approach to be successful.

Article

The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

News

NEW YORK: In a new paper in the Journal of Advertising Research (JAR), an international research team counsels marketers not to over-reach in their advertising and product placement efforts – or else risk causing what is known as "hedonic ...

News

NEW YORK: Levi's, the apparel group, is "guided" by data and insights when developing its marketing efforts, but still believes the art of storytelling is the central component to building its brand.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

Article

This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.