Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

853 results found
Sort by

Case Study

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Article

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

Research Paper

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

Research Paper

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

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Case Study

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Case Study

CEAT, India's second largest tyre manufacturer, grew volume by associating its products with safety.

Case Study

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Case Study

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

Case Study

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Case Study

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Case Study

Toothpaste manufacturer Darlie grew volume share and engagement through a multimedia campaign in Singapore.

Case Study

Comfort, a brand of fabric softener, launched the Comfort Fashion House in Vietnam, which brought users' design ideas to life.

Case Study

OMO, a laundry detergent brand, gained market share in rural Vietnam as a result of its mobile-led promotion.

Case Study

Clear Men, a shampoo brand, used the emotions of the FIFA World Cup to increase top of mind brand awareness in Vietnam.

Case Study

P/S Kids, a toothpaste brand, partnered with influencers to reach Vietnamese parents and their children.

Case Study

OMO, a brand of laundry detergent, designed a platform combining gaming, music, audio and entertainment to make a low involvement category such as washing more fun and engaging in Vietnam.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Case Study

Soothers, an Australian throat lozenge brand, reversed the tide on its declining sales by making people look at its products in a new and different way.

Case Study

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Case Study

CEAT, a tyre manufacturer, successfully engaged its audience of men in India using a mobile game while delivering its message in a way that was not disruptive to the gaming experience.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.