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News

BANGKOK: FMCG growth in Thailand slowed to less than 2% in 2016 as consumer confidence remained fragile and the country experienced its worst drought in decades.

News

MANILA: The men's grooming category is experiencing a surge of growth in the Philippines according to new data from Kantar Worldpanel.

Research Paper

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

Article

Building a brand in the business-to-business community is about much more than visual cohesion and integrated communications.

Article

The managing director of Arena Media chooses: Getting To Yes: Negotiating Agreement Without Giving In, by Roger Fisher and William Lury; Riding the Iron Rooster.

Research Paper

The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small-market research or marketing-mix modeling.

Research Paper

This paper from dunnhumby and BzzAgent highlights how shopper insights can improve the effectiveness of social marketing programs.

Research Paper

This paper describes how dunnhumbyUSA and TRA apply a non-modelled methodology for optimising the mix of TV advertising and in-store marketing.

Research Paper

Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited.

Article

Sports and events sponsorship began to climb again in 2010, a trend which has continued into 2011. The results of the spend in this area will depend on how well marketers choose and structure their sponsorship programs, allocate resources to support them, integrate the sponsorships into their overall marketing plans and measure the results.

Article

Kamini Banga interviews sisters Nisa Godrej and Tanya Dubash, executives in the $2.6bn Godrej family business, to explore the truths behind the cult of the Indian entrepreneur, their role in India's dynamic growth, and what the rest of us can learn from this creed.

Research Paper

UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e.

Article

This paper provides an overview of the venture capital industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Research Paper

Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK’s target markets are shared in this presentation.

News

NEW YORK: Advertising expenditure levels fell by 9% in the US last year, to $117 billion (€86.8bn; £76.3bn), according to The Nielsen Company .

News

NEW YORK: Advertisers in the US may soon be able to measure the ratings for individual TV spots, as part of a pioneering initiative involving the Association of National Advertisers and The Nielsen Company .

Article

Reporting from the ANA's "TV & Everything Video" forum in New York, Warc's U.S. Editor covers a session on two new test phases of Nielsen's In-Home Commercial Ratings, which aim to provide individual brand-specific television commercial ratings a step closer.

News

CINCINNATI: Some might see it as a desperate search for a sales gimmick; others as a stroke of marketing genius.

Article

This article assesses how banks perform with regard to customer experience. Banks operate in a highly competitive environment, and often place great deal of emphasis on business goals like improving efficiency.

Article

This paper describes market mix modelling (MMM), also called econometrics. Alongside discussing best practice, it emphasises the need for strong management support.

News

America's Association of National Advertisers on Wednesday unveiled new research suggesting that marketers are about to supersede investment analysts as Masters of the Universe.

News

Procter & Gamble's latest moves toward integration of the Gillette businesses within its own corporate structure will raise few eyebrows.

News

FRANKFURT - John Domas, former ceo at Havas-owned Euro RSCG Warsaw, has joined sister network Media Planning Group as managing director, within its expanding Global Team.

Research Paper

For many consumers, blogs are their key means for ascertaining information and messages they believe are more accurate and more trustworthy than above-the-line advertising.

News

In preparation for their forthcoming union, Procter & Gamble has announced that several Gillette executives will play pivotal roles in the future combined business.