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Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Case Study

Toothpaste brand Colgate used a mobile campaign to give dental advice to people in rural India.

Case Study

Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

News

ORLANDO, FL: Procter & Gamble, the FMCG manufacturer, is exploring the use of two-second ads in a bid to engage digital consumers.

Article

Procter & Gamble, the FMCG manufacturer, is refining its advertising strategy to reflect changing consumer habits and eliminate sources of waste.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Case Study

This case study explains how Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Research Paper

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

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.