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Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

MELBOURNE: Australia’s advertising industry has been quick to jump on board the fight to legalise same-sex marriage in the country, with hundreds of industry professionals pledging not to work on anti-marriage equality campaigns.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Article

This event report outlines how Airbnb, the accommodation platform, has embraced diversity as part of its advertising strategy.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Case Study

This case study shows how Badger and Winters, an advertising agency, successfully initiated change globally towards the non-objectification of women in advertising, by directly targeting the industry with powerful campaign films.

Article

This event report considers what actions brands need to take to comply with the General Data Protection Regulations (GDPR) which come into effect in May 2018.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Case Study

This case study explains how UNICEF, the international non-governmental organisation dedicated to helping children, grew awareness of gender selection in developing countries with emotional ads and increased donations in Switzerland.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.