Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

644 results found
Sort by

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Case Study

Laura Moser, a 39-year-old mom, turned her feelings of despair over the 2016 general election into ‘Daily Action’, a text messaging service that allows subscribers to act upon political issues in the US.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Case Study

This case study details how Kozy Shack, the pudding brand, teamed up with inMarket to create an in-store activation that drove brand awareness, product discovery and sales in the US.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Article

This event report details how Procter and Gamble, a consumer goods company, and NBCUniversal, a US media company, have argued for independent media measurement according to a single industry standard.

Case Study

This case study shows how the Nestlé Baby Club program, an infant formula brand loyalty program, successfully recruited new members in Singapore using a humorous campaign that appealed to both soon-to-be mothers and fathers.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Opinion

As the countdown to the impending General Data Protection Regulation (GDPR) continues, so do the media conversations seemingly intent on creating panic in the marketing industry.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Article

This article examines how a new kind of analysis can take segmentation one step further by relating two or more sets of variables, providing a far more refined analysis.

Article

This article presents a new study on desktop and mobile platforms, carried out in Belgium, which tells marketers a great deal about which formats audience will tolerate without resorting to the use of ad blockers, finding five central learnings.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.