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Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Opinion

The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

Previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

Article

Offers some best practices on how to achieve good survey design and be immunised against survivor bias.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how Burger King, a fast food chain, successfully lifted brand scores by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

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.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

A regional overview of hair care in Asia Pacific with an analysis of leading companies and brands, in addition to country snapshots and forecasts for the future of the category.

Article

This event report outlines what leading client-side marketers are looking for in their market research partners.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.