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Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Article

Global strategies, campaign updates and trends in the TV industry.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Case Study

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Case Study

PEARL iZUMi, the premium cycling apparel and footwear company, created a multi-channel digital strategy that increased e-commerce sales and drove new customers to the brand's e-commerce platform.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Case Study

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Case Study

P/S, a toothpaste brand, created a game to re-engage customers in Vietnam and boost its e-commerce.

Case Study

P/S Kids, a toothpaste brand, partnered with influencers to reach Vietnamese parents and their children.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Research Paper

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

The AA, a British motoring association, increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

Case Study

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.