Comparative advertising involves the explicit or implicit comparison of a brand’s offering against one or more competitors on specific attributes. This strategy can enhance message distinctiveness, ...

Influencer marketing has emerged as a dominant strategy for brands seeking to connect with consumers through trusted individuals on social platforms. By leveraging influencers’ specialised knowledge, ...

For years, brand strategy followed a familiar rhythm. Brands researched their audiences, built annual plans, launched ...

Artificial Intelligence has revolutionized the marketing landscape, offering businesses unprecedented insights into consumer behavior and preferences. However, as AI becomes increasingly intertwined ...

When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Co-authored by Lily Johns of the University of Michigan In 2023, 61 percent of adults reported taking prescription medications, with more than one-quarter of those respondents taking four or more.

Retailers should think beyond the traditional funnel and deploy new opportunities to understand behavior and respond to it in ...

In consumer class actions involving allegations of deceptive or false advertising, plaintiffs may allege that a company misrepresented benefits or omitted information about a product in advertisements ...

Technology has fundamentally reshaped how consumers interact with brands, gather product information and make purchase decisions. Digital technologies -- including online retailers, social media and ...

As marketing evolves with the constant shifts in both technology and consumer behavior, certifications have proven distinctly valuable for professionals seeking to elevate their careers. By embracing ...