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Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

The Society for Community Organisation (SoCO), a non-profit dedicated to improving living conditions, increased awareness of poor living conditions and persuaded the Hong Kong government to build more public housing with a stunt.

Article

This article looks at the impact that rapidly advancing technology is having on every player in the Australian and New Zealand media business, from print to TV to digital.

Case Study

This case study describes how WildAid, a US-based non-governmental environmental organisation, used marketing to successfully campaign against the global ivory trade.

Article

Consumers receive benefits from internet services that gather and process their personal data - but when these companies are growing far faster than the rest of the economy, is it time to re-evaluate the status quo?

News

NEW YORK: Authoritarian regimes often borrow from advertising and marketing to forward their agendas, with China and Russia currently demonstrating this theory in practice, according to a paper published in the Journal of Advertising Research ...

Research Paper

This paper investigates whether increasing public education of the European refugee crisis by tackling barriers to support with targeted communication can positively influence a change in public attitudes.

Research Paper

This paper discusses challenges facing political opinion polls with a particular focus on the 2017 French presidential election, drawing on various sources of voter data from that election as well as research into the influence of social bubbles and fake news on public opinion.

Research Paper

This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Article

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

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

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Article

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

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.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Article

This event report looks at how the Vote Leave campaign developed the clear messaging and specific targeting that helped it win the UK referendum in June 2016 on whether to leave the European Union.

Case Study

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Case Study

This case study shows how KAFA, an NGO, helped pass a law protecting Lebanese women from domestic violence by leveraging women's votes in favour of the bill.