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Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

Coty, the beauty company, has adopted a "glocal" approach to analytics in order to deliver locally-relevant insights while still setting core standards globally.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

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.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.