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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Research Paper

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

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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 article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Opinion

What video strategy works for a brand depends, ultimately, on the brand, argues Andre van Loon, and looking at what worked for others can, at times, leave us wishing for faster horses rather than cars - to paraphrase Henry Ford.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

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 Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

Article

This article provides information and answers from Pinterest President Tim Kendall on questions about digital advertising and the digital consumer.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.