Articles on Marketing

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That looks like a good match. Peshkova/Shutterstock.com

How to get the biggest bang out of matching funds

Nonprofit fundraisers have long relied on matching funds to encourage giving without knowing if they work. Recent research suggests one way to make the most out of challenge gifts from big donors.
Marijuana brand name stickers are visible as customers line up at the counter in CannaDaddy’s Wellness Center marijuana dispensary in Oregon in April. (AP Photo/Don Ryan)

‘Where’s the weed?’ Branding is essential for cannabis companies

There's a strong case for governments to allow cannabis producers to brand their products via packaging and advertising like any other product. It could boost quality and consumer satisfaction.
Crystal Pepsi, seen here on sale recently as part of a nostalgia campaign, was considered one of Pepsi’s epic fails. (Creative Commons)

Enabling innovation: Lessons from Crystal Pepsi

It can be much easier to develop a new product than to actually get people to try it, even for big established brands. Where did launches for products like Crystal Pepsi go wrong?
Marketers are using your data to make predictions about what you’ll want, when. Shutterstock

How marketers use algorithms to (try to) read your mind

This is how marketers are taking advantage of customer data to build predictive algorithms, and even tailor their products and offerings.
World leaders listen to President Trump speak at the General Assembly. AP Photo/Seth Wenig

Why Trump’s tirades are losing their potency

President Trump's fiery speech at the United Nations received a mostly subdued response from world leaders and others. Is there a risk we're becoming complacent?
Advertising through online influencers is shaping consumer law, business models and people’s careers. Nico Aguilera/Flickr

Business Briefing: the ‘get rich quick scheme’ influencing what you buy

Business Briefing: the ‘get rich quick scheme’ influencing what you buy. The Conversation19.6 MB (download)
Even though online influencers might not be overtly endorsing a product, advertisers will still pay a lot to have something featured, even subtly, in a post.
New research suggests that members of ethnic minorities like advertising that features ethnic minorities – but only their own. (Shutterstock)

Do minorities prefer ads with white people?

Visible minority consumers prefer advertising that features white models to advertising that feature models from other ethnic minority groups. Why?
The problem with the This Girl Can campaign is that the male gaze remains dominant, internalised as self-perception. This Girl Can/Sport England

This Girl Can(‘t)? Campaign simply reworks 'sex sells’ approach

While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.

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