Best Practice: Consumers & customers

 

Discusses the over-50s audience, which tend to be under-recognised as a target audience by advertisers due to a number of assumptions (e.g. they are not buying for large families, not easily influence ...

This paper provides an overview of the criticisms levelled at advertising to children, before setting out the general themes that work well with the child audience. It also includes a brief analysis o ...

Provides an overview of the complex and ever-changing youth market, including how to research it and identify its sub-segments. The paper also discusses youth media, communicating with opinion former ...

Explores the key question of why people buy what they do. Discusses various theories, such as Maslow's hierarchy of needs, need states and motivation research. Like all papers in the WARC Best Practi ...

Discusses the nature of attention, the importance of media selection (clutter etc), the use of creative to attract attention and the implications for advertising research. Like all papers in the WARC ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...

This paper discusses advertising to men and the male audience. As benchmarks, comparisons are made with advertising to women. The following differences are highlighted:- there is little published data ...

This paper describes the dominance of women in consumer purchases and lists several reasons why women should be treated in a special way. It reviews the way women's role has changed and identifies th ...