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Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

News

SAN FRANCISCO: American children aged eight and under now spend 48 minutes a day on mobile devices, up from just five minutes in 2011, a new report has found.

News

NEW YORK: The frequency of using a particular type of media seemingly increases consumers’ trust in advertising through that channel, according to new research published in the Journal of Advertising Research (JAR).

Article

The Beano, a beloved children's comic with an 80-year heritage is changing with the digital age, uncovering insights from the youngest generation.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

News

MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Case Study

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

News

HONG KONG: Brands and retailers wishing to connect with China’s young consumers must recognise that they belong to a highly tech-savvy generation that, more than older age groups, use social media as a gateway for shopping.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

News

SYDNEY: Though Aussie social media use remains high, 20% don’t enjoy their time on social media, and 46% report spending more time on it than they would like, according to a survey from professional services firm Deloitte.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

News

NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising ...

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 5,871 consumers from Generation Z - defined here as internet users aged 16–20.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This study looks at American attitudes towards devices with voice command, given the rising popularity of digital home assistants such as Amazon's Echo and Google's Google Home.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.