In March 2009, we published research in Admapthat demonstrated how, in the digital era, theories of advertising effects had fractured into four distinct models, based on the nature of the product category. Our insight was drawn from survey research involving over 6,000 regular users/brand decision-makers in 150 product categories. Respondents had been asked to indicate their agreement with a variety of statements reflecting the essential nature of the category (high stakes or trivial?; habit or passion?; static or dynamic?), how they viewed brand decision-making (quick or considered?; easy or complex?; rational or emotional?), and what they believed the...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
Insights Team
Bray Leino
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