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Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

Global strategies, campaign updates and trends in the hair care category.

Gunn Report

Contains the creative for the 'Reword' campaign for Headspace by the agency Leo Burnett in Australia.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Day One, the UK non-profit for trauma care, rebranded itself from Yorkshire Trauma Services to drive awareness across the country and increase funding.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

News

SANTA MONICA, CA: Video-game publisher Activision Blizzard has seen higher than expected profits as opportunities grow following investment in e-sports and in-game advertising.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

Gunn Report

Contains the creative for the 'Reword' campaign for Headspace by the agency Leo Burnett in Australia.

Gunn Report

Contains the creative for the 'The Field Trip to Mars' campaign for Lockheed Martin by the agency McCann in the USA.

Article

Media agency Mindshare identifies five broad trends that are currently shaping the marketing world and which marketers will have to address in the coming 12 months.