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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Case Study

Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

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

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

NEW YORK: Marketers in categories like soft drinks, coffee and wine may be able to enhance their marketing and innovation strategies by thinking about “supertasters”, according to a study in the Journal of Advertising Research (JAR).

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Case Study

BabyLove, a brand of nappies, successfully launched its new product, nappies for premature babies, by creating an app to provide a community for parents of premature babies in Australia.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

The Advertising Research Foundation (ARF) conducted a survey to better understand consumer attitudes towards sharing their data with businesses.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.