Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

1,463 results found
Sort by

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

News

LONDON: Brand safety has been high on the agenda for marketers over recent years and Mars, the US confectionery and food group, deals with the issue by strictly enforcing its own marketing code of conduct.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Article

Shows how examining actual purchase data rather than customer demographics, enables a brand to target first-time and loyal customers in a category in different ways, to get the most out of their ad campaigns.

Case Study

Turtle Wax, a manufacturer of automotive products, used PR to launch its Go Moment campaign in the US to increase sales and brand relevancy.

Research Paper

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Research Paper

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

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

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

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

News

LONDON: Brands can’t just rely on their agencies – they need to take back control, get their hands on the keyboard, and ensure they are able to manage the brand and not just the project, according to Procter & Gamble’s Chief ...

News

ORLANDO, FL: Procter & Gamble, the consumer goods giant, is seeking to "reinvent" its agency partnerships through taking certain responsibilities in-house, driving creativity, and encouraging greater integration between media and creative ...

Article

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

Article

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.