AUSTIN, TX: MGM Resorts International, the hotels and gaming group, believes that "theming" the customer experience plays a key role in ensuring consumers remain excited and engaged when visiting Las Vegas.
Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany, ESOMAR, MENAP Dubai, March 2017
This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.
Will Goodhand, Admap, March 2017, pp. 34-36
This article looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.
This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Bill Harvey, ARF Experiential Learning, Audience Measurement, June 2016
This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.
Helene Mills, Admap, December 2015, pp. 10-12
This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
Gemma Proctor and Andy Crysell, ESOMAR, Qualitative, Paris, November 2015
This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.