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Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

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.

Article

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Case Study

Sony Europe, a leading electronic product manufacturer, launched Sound So Loud You Can See It, a campaign in Europe to reach younger audiences and promote the Sony XB40 speaker.

Article

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

Case Study

Florida Power & Light Company (FPL), a power utility company in Florida, used PR to launch a video campaign in the US to communicate storm preparedness messages and educate the public on the 25th anniversary of Hurricane Andrew.

Case Study

BASF, a crop-protection company, used an integrated campaign to launch its Living Acres program in the US to position itself as a thought leader in environmental stewardship and preservation.

Case Study

American Express, a financial services corporation, launched its You Do You campaign, to introduce the new Cobalt Card in Canada and drive new card acquisition.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.