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Article

General Motors, the automaker, is exploring the power of granular in-car insights as a means for transforming radio advertising on the move.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

News

SINGAPORE: Spotify, the Swedish music-streaming service, has joined forces with Dentsu Aegis Network’s media investment arm, Amplifi, to launch a new audio planning tool that will be rolled out across Asia-Pacific.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

News

CHICAGO: Following an extended dalliance with becoming a lifestyle brand, Playboy magazine is hiring in media and focussing on creating provocative, progressive content in a more enlightened era than its founding.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

News

GLOBAL: Branding early and often with a focus on screen placement is crucial for advertising to be effective, according to two leading academics, who also call into question the usefulness of self-reporting when it comes to consumer attention.

Article

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

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

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Research Paper

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Research Paper

Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Article

Social networks are governed by some unexpected factors, including the genes of people you’ve never met, says Yale University’s Professor Nicholas Christakis, whose research has explored three different types of “social contagion”.

News

JERSEY CITY, NJ: Six-second television ads offer a concentrated branding opportunity for marketers, according to a study by Turner, the media company, and Nielsen Consumer Neuroscience, the research firm.