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Multicultural Marketing and Diversity

This Insight Brief explores best practices in internal organization and strategy for marketing to a diverse population. Learn how brands like Coca-Cola, the NBA, and Honda Civic are reaching multicultural consumers, including the important Millennial target.

Multifaceted Connections: African-American Media Usage Outpaces Across Platforms

African-Americans consume above-average amounts of content, across a wide variety of media platforms, including radio, print, TV, and mobile.

Age Before Beauty: Treating Generations with a Personal Touch in Beauty Advertising

Advertising in the beauty products segment needs to be tailored by each generation's needs.

North Americans are More Bullish About Jobs and Finances in 2015

Confidence in job prospects, spending, and personal finances increased among residents of the U.S. and Canada at the end of 2014.

Health-Minded Global Consumers Put Their Money Where Their Mouths Are

Thirty-eight percent of consumers are willing to pay more for healthier food.

Recession Receding: Global Consumers More Optimistic Than Last Year

Consumer confidence improved in 39 out of 60 markets globally in 2014.

Global Consumer Confidence Closes 2014 with a Cautious Dip

Consumer confidence around the world declined slightly in the fourth quarter of 2014.

Consumers Say Ads Are Now Less Informative About Products

Only 41 percent of U.S. consumers believe that advertising helps them learn about products.

Linear TV Boosted by Online Viewing

Forty-six percent of Americans watch live (or "linear") TV in a month, according to this article from MediaPost.

Millennials: The Innovation Generation

Six ways brands are leveraging innovation in marketing and product development to win Millennials.

Tops of 2014: Advertising

Advertisements from QSR brands performed best among Millennials, regardless of ethnicity, in 2014.

Brands as Publishers

The digital revolution and rise of the Millennial generation have substantially impacted the marketing landscape. Increasingly, brands are venturing beyond the traditional methods of advertising by creating engaging content without sales pitches to increase brand affinity. The ANA shares the different approaches brands are taking to becoming publishers, and how valuable content can be leveraged to create and enhance the brand/customer relationship.

Crafting a Compelling and Unique Value Proposition

Includes examples from Samsung, American Airlines and Barclays.

Uncommon Sense: Most Baby Boomers are Not Downsizing (Quite the Contrary)

The Baby Boomer generation continues to play a major role in the housing market, as well as the U.S. economy more generally.

Comfort Zones: Acclimating Consumers to Mobile Banking

Comfort levels vary when it comes to tech and mobile money management.

Talent Is the New Black

To compete in a digital world, Mondelēz had to transform its approach to talent and retention.

Customer Segmentation in the Age of Big Data

Digital technology and “Big Data” are changing the way we comprehend brands, increasingly through multiple channels and in multiple ways.

Millennials Put Premium On Digital Relationships

For better or worse, younger consumers are more able to form meaningful relationships through digital channels.

Infographics: Marketing Disruption: Blind Spots on the Road to Marketing’s Potential

These infographics are from a new survey from the ANA and McKinsey & Company that set out to provide clarity into disruptions — a term that describes the massive changes affecting businesses. The survey identified the concerns of marketers and the blind spots threatening to derail marketing’s transformation.

Millennial TV Viewing Differs Via Ethnnicity, Gender

Nielsen, via MediaPost, breaks down TV time spent by generations, gender and ethnicity.

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