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Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

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 explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

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.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

Research Paper

This research report details the digital habits and behaviours of 'fitness fanatics' around the world, defined as individuals who say they exercise more than four times per week and have a strong interest in health and fitness.

Article

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Case Study

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Article

This article covers brand purpose, specifically its spectrum of meaning from a vague positioning intention to very specific action, arguing that purpose should refer to some sort of social mission borne out in all the brand does.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Case Study

This case study describes how Bank of Ireland, an iconic Irish bank brand, was brought from the brink of brand extinction thanks to a new unifying brand idea.