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Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Opinion

This post is by John Drake, vp of brand strategy at Drake Cooper . He blogs regularly on campaign planning .

News

CANNES: Native advertising is much more effective than display, especially when it comes to reaching millennials, according to Yahoo CEO Marissa Mayer.

Research Paper

As a central element of the socioemotional selectivity theory, individuals’ future time perspective (FTP) has recently attracted considerable attention in marketing.

Opinion

In the June 2013 issue of Harvard Business Manager (German edition) there is an article by Prof. Thorsten Henning-Thurau of Münster University entitled "Crisis of Marketing".

News

LONDON: Online ads accounted for 28% of complaints made to the Advertising Standards Authority (ASA) in 2012, with work in this area "growing exponentially", the UK regulatory body has revealed.

News

Brand owners from the US dominated the list of the most searched-for companies on Warc in 2012, with restaurant chain McDonald's retaining the top spot it held last year.

Research Paper

The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity.

Research Paper

This study examined the impact of deceptive advertising on the abnormal stock returns of firms. Using an event study analysis with 101 cases from the FTC database over the period 1987–2005, the FTC rulings on deceptive advertising were found to have the negative effects on the abnormal stock returns of firms.

Article

This paper provides an overview of the cigarette industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

News

MADRID: A majority of Spanish shoppers believe they have been affected by "misleading" advertising, according to an EU report.

Article

This guide from OgilvyGreen offers practical advice on how to avoid accusations of "greenwashing" in green marketing campaigns.

Research Paper

Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums.

Research Paper

This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements.

Research Paper

Marketers believe that a brand’s essence can often be distilled down to a simple phrase or sentence that captures both the soul of the brand and its unique selling proposition.

Research Paper

Disclaimers in advertisements might strongly influence how advertising is produced and presented to the public.

Research Paper

This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K.

Research Paper

Today’s common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, the brand impact, efficiency, and value to the brand.

Research Paper

To understand information processing on blogs, this study investigates how perceived blogger trustworthiness affects blog readers’ elaboration of brand-related messages and its interaction effects with argument quality.

Research Paper

Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications.

News

TOKYO: Two Japanese telcos have been reprimanded, reportedly for misleading advertising over cellphone billing.

Research Paper

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe.

News

WASHINGTON DC: US pharma companies, already under siege by legislators over their direct-to-consumer advertising, face even tougher regulation.

News

NEW YORK: US marketers were presented with a combination of carrot and stick- primarily the latter - by Federal Trade Commission chairman Deborah Platt Majoras at the Association of National Advertisers' Advertising Law and Business Affairs ...

Case Study

In September 1998 Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, introduced the Swivel Glide Vision, a bagless upright vacuum with a unique see-through container.