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News

Unlike many tech developments, the imminent arrival of 5G promises to be a real game changer for marketers, according to Deloitte Digital’s CMO, not least because they will have more useful data to work with.

Opinion

Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction.

Article

Deloitte Digital, the creative digital consultancy, believes that a wave of coming technological innovations could have a huge impact on marketing.

News

In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

News

If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

Article

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

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

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

Article

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Case Study

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Opinion

This year's Asia Prize winners showed refreshing new ways to approach influencer marketing, writes Ida Siow.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

News

Marketers and agencies who overlook sound as a creative tool are often missing out on a crucial dimension of branding, a new report suggests.