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Research Paper •
This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.
News •
HONG KONG: More than three quarters of mobile programmatic ads served in Asia-Pacific are delivered via app, rising to 90% in Indonesia, according to a recent study.
News •
LONDON: US tech businesses dominate the time Britons spend online, with Google and Facebook alone accounting for one in every three and a half minutes, new research suggests.
Opinion •
Publisher experimentation outside of ad-supported business models is well underway. Ben Barokas, CEO of Sourcepoint, looks at the publishers trying a different revenue model.
Research Paper •
Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.
Research Paper •
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Research Paper •
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Article •
This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
Case Study •
This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.
Case Study •
This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.
Case Study •
This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.
Case Study •
This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.
Case Study •
This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.
Research Paper •
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.
News •
NEW YORK: Social platforms Facebook and rival Snapchat are integrating news with their products with significant implications for publishers, as the social network says it will begin testing subscription options in October, according to reports.
News •
LONDON: Advertising on digital newsbrand sites is 80% more likely to be viewed than advertising on non-newsbrand sites, according to new research.
Article •
This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
Article •
This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.
News •
LONDON: Press Association, the national news agency for the UK and Ireland, has received a €706,000 grant from Google's Digital News Initiative (DNI) to develop an automated news service that will produce 30,000 stories a month.
Article •
This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.
Article •
This event report looks at media agency GroupM’s move away from buying digital inventory on cost to focus on quality instead, in order to achieve better results.
Research Paper •
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Research Paper •
This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.
Opinion •
What set the two main UK parties apart in June’s general election? Brian Jacobs explores the triumphs and mistakes of the two campaigns, during an election very different from what had come before.
Article •
This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.