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Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

News

LONDON: Print has seen an unexpected rise in advertising spend, while the latest Advertising Association/WARC Expenditure Report also finds that total UK adspend grew 5.9% to £5.7bn in Q1 2018, 1.3 percentage points (pp) ahead of forecast.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

Quaker, the food business owned by PepsiCo, has used comic books to help bring consumer insights to life.

Article

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

News

HOLLYWOOD, FL: TD Ameritrade, the investment and brokerage company, successfully enhanced its marketing analytics capabilities to reflect its changing business priorities.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Article

Hindware, a premium bathroom modelling company from India, is using digital and social media platforms to inform its traditional retail formats and shorten the customer journey.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Article

A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

News

NEW YORK: Marketers must expand their remit beyond building brands and serving as “experience orchestrators” as they seek to find new ways to drive business growth, according to a study.

News

LONDON: Snapchat, the image sharing camera app, has answered critics of its measurement capabilities with a new deal with LiveRamp, which it says will allow UK brands to measure the impact of campaigns on offline sales.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.