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News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

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

Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Case Study

To secure sales and visibility, private health insurance DKV Spain ran a successful customer-centric campaign aimed to new parents.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

Chocolate brand Ferrero Rocher managed to rebrand itself from a solely romantic love symbol in the Taiwanese market to an everyday gift through a partnership with LINE.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

Walls, the ice cream brand, grew sales in Pakistan during Eid with an emotional film published on social media.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.