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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.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

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

BRUSSELS: Global brands have made major changes, or are planning to make extensive changes, to their media governance practices across a wide range of areas, according to a new study.

News

LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...

News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

News

SYDNEY: Though Aussie social media use remains high, 20% don’t enjoy their time on social media, and 46% report spending more time on it than they would like, according to a survey from professional services firm Deloitte.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

News

WASHINGTON DC: E-commerce is booming in many business sectors, but it appears the trend has not yet affected grocery shopping in the US because just 9% of Americans report ordering their groceries online at least once a month.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

News

ARMONK, NY: Six in ten CMOs and sales leaders believe their industries will be disrupted by cognitive computing and nine in ten agree it is important for their organisation’s future but many are – unnecessarily, according to a new study ...

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Opinion

Publisher experimentation outside of ad-supported business models is well underway. Ben Barokas, CEO of Sourcepoint, looks at the publishers trying a different revenue model.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

News

RICHMOND, VA: Just over half (51%) of US consumers say they’re likely to use sharing economy services for their summer travel bookings this year, a new survey has revealed.

News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

News

LONDON: UK marketers are willing to pay celebrity influencers on Facebook up to £75,000 for a single post mentioning the brand they want to promote, a new survey has revealed.

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

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.