Growing by growing distribution

Advertising is a weak force in the sense that it doesn't have the ability to change opinions the way that recommendations from family and friends (and even authority figures) can.

Growing by growing distribution

Kate Waters, NowByron Sharp, Ehrenberg-Bass Institute

How does advertising work?

The purpose of brand advertising is to affect the buying behaviour of consumers. Don't let anyone tell you otherwise. The billions of dollars spent on brand advertising are spent to protect and build sales; logically, this can only happen by affecting buying behaviour and by increasing or restoring the probability that a consumer will choose your brand on any given purchase occasion.

Yet advertising is a weak force in the sense that it doesn't have the ability to change our opinions...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands