You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

Car buying

Researching the full purchase funnel: How cars really get bought

This article explains that the car-buying purchase funnel used by many marketers is flawed. It draws on a study which followed people through the entire car-buying process, tracking the effects of ads and test drives, along with the importance of word-of-mouth and online research.

Who is the typical car buyer?

Four consumer profiles for people buying cars based on different mixes of research and buying patterns.
Not a subscriber? Download this sample

How automotive ads work

Andy Nairn explores the success of automotive ads by analysing a range of winning IPA case studies.

Driving digital success

Seven key digital themes in the automotive industry, including the recent rise of the 'connected car'.

Car brands: The road to riches fuelled by brand power

Why financial success for car brands depends on being meaningful, different and salient.




Latest case studies

Renault: A map of all the places this car will take you

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Vauxhall: A dog does parallel parking

This case study reveals how a video of a dog parking a car became car maker Vauxhall's most successful social campaign ever in the UK.

Shell: Miniature humans to show it's the little things that make a difference

This case study details how Shell, an oil and gas company, encouraged loyalty to its brand in the United Kingdom to help increase growth.

Toyota: More than a million pounds investment for a little silver pack

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Latest articles

How Jeep is helping Australians' spirit of adventure become a reality

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

Fiat Chrysler’s formula for success with millennials

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com