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News

Six years of continuous growth in marketing spending came to an abrupt end in Q4 2018, the latest IPA Bellwether report shows, while Enders Analysis study explores the harsh impact of Brexit on the UK ad industry.

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.

Case Study

Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.

Article

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Research Paper

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

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Cacau Show, a chocolate manufacturer, partnered with navigation app Waze to drive brand awareness and engagement during the Christmas period in Brazil.

Case Study

LATAM Airlines, an airline company, established a link between online campaigns and increase in store traffic as a result of its Mother's Day campaign in Brazil.

Case Study

Sunsilk, a popular haircare brand in the Philippines, developed an augmented reality (AR) promotional campaign, #Habamazing Summer, to grow its variant, Strong and Long.

News

Much of advertising best practice is focused on advising people what to do; rather less effort goes into explaining what not to do, but there are valuable lessons to be learned from failure, according to two industry figures.

Case Study

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

Article

US research looks into the effectiveness of rebate programmes on business-to-business and business-to-consumer communications.

News

Many retail brands make the mistake of getting sucked into a price spiral on Singles’ Day instead of focusing on brand attributes and consumer needs, according to one of China’s leading retail marketers.

Article

These are the four common challenges that modern US marketers face when looking to integrate their marketing strategies and ways to overcome them.

Case Study

Haircare brand Dove Hair reignited brand love in the Philippines through a campaign using programmatic and social media.

Article

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

Case Study

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

Case Study

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

News

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Case Study

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

Case Study

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.