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Article

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Article

Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Opinion

With the Marc-Pritchard-inspired clean-up of digital marketing under way, we are entering a period of transition that will have a lasting impact on the future of our industry, says Julia Connaughton, Head of Digital, the7stars.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.

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.

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.

Article

This article provides various tips for tackling bot fraud, based on a study from the Association of National Advertisers (ANA) and White Ops.

Article

This article outlines the steps required to create truly effective advertising, such as including a reason to purchase, brand recognition, pretesting and amending - and, not least, thinking of the long-term strategy.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Case Study

This case study shows how Microsoft, a global information technology company, analysed three cases to test the impact of the relative roles of traditional and digital media on sales.

Case Study

This case study describes how leading Australian jobsite Seek set up a website to promote volunteering for charities via the medium of donated space.

News

SYDNEY: Seven in ten of the top websites in Australia are still not optimised for mobile as both brands and agencies are failing to address this fast-growing area, according to a new survey.

Article

This research demonstrates how UK consumers interact with mail as it flows throughout the average household and provides advice for brands to make the most of this channel.

Article

This article offers 10 evidence-based tips for compelling TV advertising, as this channel stands steady against the challenge of new media.

Case Study

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.

Case Study

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.

Case Study

This case study explains how Pedigree, the dog food brand, used partnerships with dog's rescue charities to build brand recommendation and reputation, and increase sales in the UK.

Case Study

This case study describes how LINE, a mobile messenger service, held a contest and co-creation strategy to emotionally engage with users in Thailand.

Article

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television.

Article

This event report discusses Diageo's approach to reaching those groups of consumers which have traditionally been regarded as "minorities" by brands.

Article

This article discusses the prospect of more targeted advertising in light of Sky TV's AdSmart product, and argues that less targeted ads can be useful in attracting new customers.

Research Paper

This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer VAR style, systematically understate the true effects of advertising.