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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.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Research Paper

Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Research Paper

Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Case Study

Putting customer experience at the heart of the creative vision paid dividends for Dubai Airports.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.