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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

News

LOS ANGELES: Influence is now a serious business, but while murkiness continues to surround the strategy, new research is opening up the door on effectiveness.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

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.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.