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Case Study

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Case Study

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Research Paper

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.

Research Paper

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Case Study

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

Research Paper

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Case Study

Outback Steakhouse, a restaurant chain, launched a targeting campaign in Brazil to encourage restaurant visits in the city of São Paulo.

Case Study

Oxfam, a confederation of 20 independent charitable organisations, uncovered insights into how people viewed the issues it campaigns on globally to promote its Even It Up campaign against poverty worldwide.

Case Study

Banking brand BNZ used a modified ATM, backed by a multimedia strategy, to transform the Chinese New Year experience and attract Chinese customers in New Zealand.

Case Study

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Case Study

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Research Paper

GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.