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News

LONDON: TV advertising generates the highest return on investment (ROI) of any media over both the short-term and long-term, according to independent analysis carried out for Thinkbox, the marketing body for commercial TV in the UK.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Research Paper

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

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Article

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Opinion

Co-founder of Brown & co., Dave Brown, explores how a platform agency might work, through the lens of his own experience.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Case Study

UK cinema company ODEON broadened its audience thanks to machine-learning technology that allowed it to effectively geo-fence its communication.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

Case Study

This case study shows how Flordis, a natural medicines company, overcame a challenging market in Australia with its cough medicine Prospan, by using social and search data to better understand its target customers.

Case Study

This case study shows how Headspace National Youth Mental Health Foundation introduced the campaign 'Reword' to prevent online bullying among young people in Australia.

Article

This article summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.

News

GLOBAL: Randall Rothenburg, CEO of the Internet Advertising Bureau, last week took aim at the European Union’s ePrivacy proposals, an addition to the bloc’s forthcoming General Data Protection Legislation, likening the proposals to an ...