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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

News

NEW YORK: Combining product placement with a commercial run during the same TV show may have "beneficial synergies" for brands, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Research Paper

Past research shows that advertising awareness is systematically higher among a brand's users than nonusers.

Research Paper

The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention.

Research Paper

This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.

Research Paper

This article looks at how ETB, a Columbian telecommunications brand, entered the highly competitive and changeable mobile phone market at national level.

Article

This article provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Research Paper

How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Research Paper

The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S.

Research Paper

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement.

Research Paper

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.

Research Paper

This paper explains research conducted to examine the effectiveness of high impact display advertising on key branding metrics and consumer engagement with brands beyond the initial ad experience.

Article

This event report discusses two rounds of neuroscience research conducted by the Advertising Research Foundation, which have together provided deeper insights into the way that advertising works - including the role of emotion as a driver of attention and memory.

Research Paper

The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness.

Research Paper

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research.

Research Paper

The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games.