or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Drink and beverage
Journal of Advertising Research
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
Purina uses real-time marketing to take loyalty to new heights
Stephen Whiteside, Event Reports, ANA Real-Time Marketing Conference, December 2013
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media.
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media. Some 1.7 million items of pet-related content appear on Twitter each month and in June 2013, Purina started actively replying to some of these posts in order to change brand perceptions, sending out more than 20,000 personalised tweets within six months. This one-to-one strategy was targeted at Twitter users because they were the ones most likely to share content. A major structural shift was necessary for this real-time approach, with Purina's agency, Digital Focus, setting up an affiliate office at the brand's headquarters in order to allow access to Purina specialists. Such an approach required a high commitment of personnel and financial resources, but delivered high engagement and improved corporate reputation.
The future of customer loyalty: Insights from Nectar
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing. In order to retain the trust of shoppers in the digital age, marketers need to emphasise four areas: transparency (particularly regarding data collection and use); added value (ensuring customers get a fair exchange for providing their personal information); control (by allowing shoppers to opt in or out); and trust (building confidence in a company's privacy credentials). While most brands have improved their capabilities in the areas of choice, value and convenience, they also now need to enhance the experience on offer, reflecting the personalised service that shopkeepers provided in the 1950s.
Point of view: Serendipitous wobble
Byron Sharp, Admap, December 2013, pp. 7-7
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it.
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it. This means that analysis of data over a short period of time can be misleading, and make the classification of heavy and light users difficult. Even tracking purchasing behaviour over a year can be misleading as many consumers purchase in a given category infrequently, allowing one missed or additional purchase to change their classification. Serendipitous factors will continue to make it difficult for marketers to target individuals, even with the development of Big Data.
Reaching the moms of tomorrow: How Kimberly-Clark targets Generation Z
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services.
This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services. The company has identified key lifestages including puberty and motherhood which offer opportunities to attract people to the company's brands. Generation Z expects digital to be integrated into the retail experience, with information and advice available 24 hours a day. They enjoy personalisation, self-expression and customisation online, and brands should consider how this can be extended in-store, including through digital. This generation has strong feelings of social responsibility, and therefore brands which do good are important to them.
Building loyalty with gamification: Success stories from Clorox
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US.
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US. Three approaches to gamification are described - building, buying and renting - with examples for each. Building is describes as creating the brand's own custom gaming experience, which means getting exactly what is required but requires a lot of planning and resourcing and carries risks. Buying involves adapting a partially completed offering created out-of-house that allows customisation without the difficulties of creation from scratch. Renting takes the form of attaching the brand name to a pre-existing property and is most suited to when marketers want to move quickly and utilise the scale of their partner. Gamification could also be extended inside companies as a way of motivating employees.
Grow restaurant dining visits
Dave Leonard and Michael Lieberman, Admap, September 2013, pp. 42-43
This article describes the findings of an ongoing US study into restaurants, arguing that diner experience is more important than brand in encouraging repeat visits.
This article describes the findings of an ongoing US study into restaurants, arguing that diner experience is more important than brand in encouraging repeat visits. There is an underlying sense of the unknown in food service sales performance which this research seeks to address. Brand is important to consumers, but loyalty is only built if food and service are of high quality. The article argues that marketing spending should be viewed as a way to leverage strong and improving operations. Otherwise marketing risks creating a short term sales boost that will not translate into long term growth. The study demonstrates how even in difficult economic times restaurant chains can identify opportunities and increase sales by focussing on light users and good, consistent service.
Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Digital First, August 2013
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results. The authors propose an approach to discriminate between the switching behaviour of variety seeking, indifference and reinforcement. Only the proportion of 100% loyal customers, market share data and an estimation of the promotional effect - information all available from consumer panel data - are necessary to fit the model.
Point of View: Brand loyalty's universal truths
Byron Sharp, Admap, July/August 2013, pp. 13-13
Byron Sharp recommends and comments on an article about Chinese Shopping Behaviour, previously published in Admap ("China's repertoire shopping", January 2013).
Byron Sharp recommends and comments on an article about Chinese Shopping Behaviour, previously published in Admap ("China's repertoire shopping", January 2013). However, he criticises the belief that Chinese buying behaviour is 'in a near-constant state of trial, without leading to eventual preference and loyalty'. Instead, he contends that, while they have a large repertoire of brands that they shop from, they also return loyally to their favourites - the same as all consumers globally. As repertoire loyalty is the norm, Sharp claims it is unrealistic to try and make people exclusively loyal and marketers should not be advised to use highly targeted marketing initiatives in non-existent 'loyalist categories'.
A fork in the road: How brand loyalty could either be enhanced or diminished in the digital transition
Martin Hayward, Market Leader, Quarter 3, 2013, pp. 47-49
This article explores a variety of future scenarios and their likely effects on brand loyalty. The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way.
This article explores a variety of future scenarios and their likely effects on brand loyalty. The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way. However, as with every previous revolution in customer data and channels, there is a dilemma: will these new possibilities provide long-term benefit for brands and customer relationships, or will they be used for short-term promotional activity that is ultimately destructive? The author concludes that future marketers should all be striving for the building of real relationships. In this scenario, winning companies build deep, trusting, long-term relationships with customers, who in turn share their precious data to deepen the relationship yet further.
How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising
Altaf Merchant, Kathryn LaTour, John B. Ford, and Michael S. LaTour, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 150-165
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia.
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study’s multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.
YOU ARE IN THE WARC INDEX:
Brands and branding
Brands and branding
Brand and product choice
Brand equity and strength
Brand identity and image
Brand launches and relaunches
Brand positioning and repositioning
Brand theories and ideas
Naming and licensing brands
Customer Relationship Management
Customer loyalty schemes
Loyalty and reward cards
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc