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Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Telco Globe Telecom used a digital campaign to launch its cyber-safety initiative, the Digital Thumbprint Programme, in the Philippines.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Case Study

Marriott, a hotel and lodging company, partnered with LGBT influencers to make every traveler feel welcome in a campaign spanning Latin America.

Research Paper

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

Research Paper

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

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

Case Study

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

Case Study

Brawny, the US paper towel brand, changed its iconic ‘The Brawny Man’ to a woman as part of its #StrengthHasNoGender campaign to compete with the industry Goliath, Bounty.

Article

Introduces a series of papers that explore the role that context plays in advertising effectiveness.

Case Study

LMC, a company that manages career and education websites, launched the Blazing the Trail campaign in the Czech Republic to offer coal miners the possibility to attend a retraining course.

Case Study

Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise discussion of periods and establish itself as a vocal women's empowerment brand.

Case Study

AbbVie, a biopharmaceutical company, launched Pick The Pencil, a multichannel campaign in Greece to increase public awareness of Rheumatoid Arthritis.

Case Study

Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

Case Study

Pfizer Canada Inc., a biopharmaceutical company, created public awareness for metastatic breast cancer by launching a multi-channel campaign in Canada.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.