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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.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

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

News

The contentious issue of whether or not to pre-test ads is often based on emotional or financial arguments, but the Ehrenberg-Bass Institute has taken scientific approach to assess the merits of the practice.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.

Article

Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

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

Article

Google’s BrandUnit, a unit of the tech company that helps brands and agencies, has studied thousands of YouTube ads via machine learning.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Article

These are the four common challenges that modern US marketers face when looking to integrate their marketing strategies and ways to overcome them.

Research Paper

MESH Experience, the data, insight and analytics firm, looked at how experiences with brands affect consumer associations of the brand in the UK.

Research Paper

YouGov, a global data and analytics group, unveiled consumers' appetites for new technologies in the UK, Germany, France and the US to improve marketing effectiveness.

Research Paper

The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.

Research Paper

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Research Paper

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.