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Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

English-language newspaper The Hindu used a multimedia strategy to connect with readers in Bangalore, India, to raise brand and social awareness.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Local services search engine Sulekha used a multichannel strategy to relaunch itself in India.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Case Study

Mosquito repellent brand Good Knight used a multichannel strategy based around the dengue virus to change behavioural habits in India.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

Case Study

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.

Case Study

Amazon, the online retailer, used an integrated campaign to challenge Indian culture and get people to shop online.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.