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News

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

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Case Study

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Case Study

This case study shows how the Australian Department for Social Services increased awareness and drove action among citizens by demonstrating how verbal disrespect toward women was intimately linked to domestic violence.

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.

Case Study

This case study details Always', the feminine hygiene brand, multi-award winning campaign, #LikeAGirl, that changed the meaning of the 'insult' - like a girl - to show that Always could offer more than just protection.

Article

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Article

This event report looks at one aspect of the growing pressures on agencies to reflect the gender and ethnic make-up of the population in their workplaces.

Research Paper

This case study highlights work for an NGO into "why do men buy sex" and to tackle exploitation in the sex industry by combining cultural intelligence, semiotics and digital methodologies to generate insights.

Case Study

This case study explains how Femina, a women's magazine, engaged digitally savvy Indian women and drove brand affinity with a celebrity-led campaign.

Case Study

This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Article

This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.

Article

This event report describes how three Australian brands - ANZ, the bank, CPA Australia, the professional body, and Woolworths, the supermarket chain - have used content marketing to reach and engage audiences.

Research Paper

This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations.

Article

This article describes how behavioural science can be used to overcome brand loyalty and nudge consumers into switching.

Article

This article discusses the differences between male and female television creatives, arguing that this traditionally male dominated area is beginning to change.

Opinion

At the recent ESOMAR Qualitative Conference in Valencia, Spain, one of the papers that stuck in my mind was on the topic of "online" versus "offline" identity.

Research Paper

This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration.

Article

This article discusses the introduction of Facebook's 'Graph Search', a feature which enables users to search for things based on what their friends like.