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Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

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.

Article

This article explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

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 reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.