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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 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 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 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.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

News

LOS ANGELES: Patrón, the premium tequila brand, is targeting two broad groups – "bros" and "knows" – as it seeks to connect with its core audiences in distinct ways.

News

SINGAPORE: Asian providers could lead the world in successful monetisation of music streaming business models, as they work with a range of partners, including advertisers to develop effective and targeted marketing, a new report has said.

Research Paper

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Research Paper

This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.

Case Study

This case study describes how Fair & Lovely, a skin-lightening cosmetic product of Hindustan Unilever, an Indian consumer goods company, used branded content and an online platform to reignite the love of Indian women for the brand.

Case Study

This case study shows how the Indian Super League (ISL), a professional football league, successfully launched its first game season using immersive outdoor messaging.

News

SINGAPORE: The standard marketing technique of segmenting audiences into groups with similar attitudes no longer works for younger consumers, according to a new report which finds many operating in a fluid state between adult and teenager depending ...

Article

This event report details how Teach For America, the educational non-profit, has leveraged digital data to increase sign-up rates.

News

LONDON: Brands' marketers devote considerable resources into trying to understand the preferences of millennials, but they would achieve better results if they based their research on behaviour and attitudes regardless of age, gender or income.

Article

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.