Cinema has managed to buck the trend of consumer cutbacks during this recession, but challenges still lie ahead which the industry could overcome by broadening its appeal beyond the core youth audience.
With the reputation of the financial services sector at an all-time low, research reveals that both new and long-established providers have an opportunity to turn mistrust into confidence.
Brands need to explore neuroscience if they want to make their TV and online campaigns remain in consumers’ memories, according to research.
Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
Consumers are more likely to offer their personal details to a brand that is seen to be transparent, rather than in return for a cash reward, according to fast.MAP/DMA research
There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.
Brands have the opportunity to use video games to engage with a wide audience now consoles have moved out of teenage bedrooms into the family living space, according to Turner Media Innovations.
By tailoring their marketing to lifestyle preferences and enhancing service levels in line with the target market, clothing retailers can expand their sales potential.
There are early signs that consumer confidence is on the rise, with people less inclined to slash their spending on non-essentials such as holidays, entertainment and eating out.
Roll up, roll up and feel the future!
Recession-led marketing strategies continue to make an emotional connection with consumers concerned about the economy, according to research by TNS.
Brands that use the data at their disposal to tailor direct marketing material to the individual consumer will encourage customer loyalty, according to research by Experian.
Research seen exclusively by Marketing Week reveals that viral campaigns with a high pass-on rate best connect to a brand’s core audience.
Media analysts may be calling it the first digital World Cup, but research by Nielsen suggests that live TV broadcasts will be the weapon of choice for football fans hunting the big game in South Africa this summer.