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News

SYDNEY: Content marketing and native advertising are becoming more popular as “top of the funnel” strategy, but more education is needed to boost the medium, according to print media executives.

News

SINGAPORE: Native advertising and effective content marketing delivers a much better ad experience to consumer, according to a senior executive at Singapore Press Holdings, the country’s largest print media publisher.

Case Study

Coca-Cola, the beverage brand, increased in-home consumption by challenging cultural norms in India with a TV ad.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Daily newspaper Dainik Jagran became relevant to, and changed perceptions of, small-town youth in India through a film festival.

Article

Singapore Press Holdings, the country's largest print media publishers, has built an effective native advertising and content marketing operation.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

News

LONDON: Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

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 article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study explains how VisitBritain, the British government's tourism body, increased visits from China by inviting people to give British landmarks Chinese nicknames in a campaign that ran across TV, outdoor and social media.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Case Study

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Case Study

This case study looks at how Dove Hair, the haircare brand, introduced the #LoveYourCurls Emojis campaign in the US to ensure curly haired women and girls can express themselves through this social language.

Article

This article looks at how retailers can get people to shop in store while customers continue to shift to online shopping.

Article

This event report analyses the uses of first-party data, or people-based advertising, in place of cookies.

News

SYDNEY: Fairfax Media is in an "innovate or die" situation according to a senior executive, as the company undergoes further restructuring to stay afloat in challenging times for Australian print media.