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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.

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.

Research Paper

This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element.

Research Paper

The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Research Paper

Humorous advertising has been considered an effective technique to increase viewers' positive responses.

Research Paper

This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.