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News

NEW YORK: FMCG giant Procter & Gamble (P&G) has applied to the US Patent and Trademark Office to trademark certain social media slang in an effort to target millennials, according to news reports.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Article

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Research Paper

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

News

SHANGHAI: Apple's iPhone has slipped out of the top smartphone brands in China as local players build market share in the country's fiercely competitive market.

Article

This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

Article

This Company Profile from Euromonitor provides key details and analysis of Cargill Texturizing Solutions.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers.

Article

This article discusses the importance of brand purpose and explains how brands can use a 'catalyst' to make their organisations and customers take notice of a new purpose.

Case Study

This case study explains how Dutch Lady, the dairy products company, took a new approach to in-store advertising in Malaysia to maintain its share of a competitive market.

Article

This presentation sets out the opportunity offered by Instagram, the photo-sharing platform, for brands to engage with consumers, including how some brands are already using it and how Instagram may evolve.

Article

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.

Research Paper

Visitor psycho-cognitive and psycho-emotive response times were monitored on desktop computers (WindowsOS, Apple, Linux), laptops and netbooks (WindowsOS, Apple, Android, Linux), tablets (Android, WindowsOS, Apple), mobile phones (Android, WindowsOS, Apple) and web-enabled TV (Samsung, LG, Panasonic, Vizio, Sony).

Research Paper

The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing.

Article

This article addresses the American movement against "patent trolls", firms that purchase broad patents created solely for the purpose of suing, or threatening to sue, companies that use certain technologies, devices, or business methods.

Article

This event report explains how Coca-Cola, the soft drinks manufacturer, is targeting the millennial generation by allowing greater choice, experimenting with packaging and using digital strategies.

Research Paper

Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity.