Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Saravana Jaikumar, Journal of Advertising Research, Digital First, June 2018
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
BOSTON: Retailers face a constant challenge when trying to connect with mobile consumers and a new survey is likely to add to the complexity with findings that show just how much consumers multi-task while making purchase decisions.
NEW DELHI: For many consumers in many countries, a purchase journey begins online with search, but India is not really “search-first”, according to a Google executive, who reports that consumers there are more likely to start with ...
SYDNEY: Different nationalities have distinct travel behaviours when it comes to budget, length of stay, choosing a destination or accommodation, according to research conducted by online travel agent Expedia.
LONDON/NEW YORK: Marketers need to move beyond the use of demographics in their advertising and factor in the wealth of purchase data available in order to better target consumers, according to the chief research officer at Nielsen Catalina ...
BUENOS AIRES: At times of social, economic and political crisis, brands tend to reach for a safe, reactive approach, but Unilever has developed a holistic program in Argentina that enables it to understand people and consumption at these times and ...
Jennifer Pelino and Nadya Kohl, ARF Experiential Learning, March 2018
Explores the importance of personalizing ads based on location data and past purchase behavior and looks into the challenges that marketers face with the increasing role of mobile and digital along the path to purchase.
BEIJING: The Trump administration’s announcement of tariffs on industrial materials belies the far greater potential of China’s technology advancements, with key figures in the administration suggesting that this will be the next ...
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.