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Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

News

ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

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

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Article

This report quantifies the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line.

News

BANGKOK: Advertising expenditure in Thailand plummeted by 42.6% in November as the nation mourned the death of its long-reigning monarch, according to new figures.

Case Study

This case study shows how Tiger, the Singaporean beer brand, capitalised on the Malaysian love of street food, leveraging the 'gems' that the typical know-it-all eater misses and revealed brilliant food that they had previously been blind to.

News

NEW YORK: Advertising campaigns can become more memorable than the product or service they support if the media mix is not balanced correctly, a new study suggests.

Article

This article explains how to use press (including magazines) in customer acquisition.

Research Paper

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

News

GLOBAL: In 2016 mobile internet advertising will become the world's third-largest advertising medium, behind television and desktop internet and ahead of newspapers, according to new forecasts from ZenithOptimedia.

Article

This article provides guidance for planning magazine media, which are well equipped for the digital and social media era with content across multiple platforms.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Research Paper

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Research Paper

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

Article

This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.

Case Study

This case study describes how Nestle Pak Fook, an established packaged bean curd (tofu) brand, boosted sales in Hong Kong via an online video love story.