Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


1,486 results found
Sort by

Opinion

Typically, art and science are presented as opposites. But Dentsu Mitchell’s Eaon Pritchard argues that the problem lies with formulas and not with the scientific method, which can inform the creative process just as it informs science, through observations, hypotheses, and experimentation.

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.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

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

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

News

CANNES/NEW YORK: Marketing creativity can benefit from tapping into the powerful data sources now available to agencies and brands, according to Kristin Lemkau, CMO of JPMorgan Chase & Co.

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.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

News

CHICAGO: Coca-Cola, the soft drinks company, has generated major benefits from ensuring its marketers can gain more rapid access to insights and information.

Article

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

News

NEW YORK: Microsoft, the technology giant, is tapping a bespoke digital pre-testing tool which helps ensure its advertising on this channel engages consumers and improves over time.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

News

NEW YORK: Levi's, the apparel group, is "guided" by data and insights when developing its marketing efforts, but still believes the art of storytelling is the central component to building its brand.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

News

NEW YORK: Coca-Cola, the soft drinks giant, has boosted advertising effectiveness through the "One Number Score" – a copy testing metric that helps indicate whether creative will deliver strong business results, as well as engaging consumers.

Article

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.