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News

Six years of continuous growth in marketing spending came to an abrupt end in Q4 2018, the latest IPA Bellwether report shows, while Enders Analysis study explores the harsh impact of Brexit on the UK ad industry.

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

Global strategies, campaign updates and trends in social media.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

News

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

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

Article

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Opinion

Commercial data and insights business Dun & Bradstreet has reinvented its marketing in the past year.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Article

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

Article

Explains how businesses across all industries will continue to expand their offerings in 2019 to meet unprecedented growth in the wellness economy and provides tips on how brands can succeed.

Article

Explains how organisations must ensure that they are maintaining the integrity of their users’ data and protecting it from potential data breaches or malicious third parties.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

News

Marie Claire Edit, an aggregated shopping platform from the eponymous women’s magazine, aims to help readers shop the trends picked out by editors, a development that raises some interesting questions for the magazine industry.

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.

Case Study

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Case Study

Maybelline New York, the makeup and cosmetics brand, used a famous singer to connect with its young female audience and boost brand image and sales in Ukraine.

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

Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.

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.