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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

SINGAPORE: Globalisation of work, outsourcing of memory and the popularity of traditional medicines are all trends currently impacting consumers across Asia, according to a new report.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Article

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Opinion

The cocktail party effect is a well-known behavioural bias, whereby humans ‘selectively attend’ to stimulus they deem familiar or important.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

News

LONDON: Ads that are served alongside premium content elicit stronger engagement and long-term memory encoding than ads viewed on social media, according to a recent neurological study.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Article

Studies show that nearly all adults in the UK (92%) consume two or more different types of media in the same half hour, with over a quarter admitting to flitting between more than three.

Article

Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

Innovation within a business is often killed off by poor internal processes: this article explains how a scientific approach to innovation can boost effectiveness by making decisions at the right time of day and prioritizing customer centricity.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.