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News

WASHINGTON DC: Auto-related problems, including misrepresentation in advertising and faulty repairs, have topped a list of issues US consumers complained most about in 2016.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Article

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

News

COSTA MESA, CA: Customer satisfaction in the $360bn US home improvement market is driven by three factors which have significant impact on repurchase and recommendation, according to a new study.

Case Study

This case study explains how paint manufacturer Dulux targeted home-owners in Singapore to launch its Ambiance special effects paint range.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Case Study

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This article examines the rise in use of Data Management Platforms (DMP), why they are popular and whether advertisers should consider investing in building and running their own.

News

BEIJING: Consumer spending in China is expected to shift towards products and services that embrace health and the environment according to a new study.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

News

TOKYO: Digital advertising expenditure in Japan rose 13% last year to top one trillion yen for the first time, while spending on traditional media dipped 0.4%, according to research from Dentsu.

Case Study

This case study details how CIL, a Canadian chemicals manufacturer, generated paint sales by proving that a little paint can make a big difference.

News

E-commerce continues to evolve and to throw up new challenges for marketers, with integrating online and offline channels and understanding an ever-more complex purchase journey among those exercising Warc readers during 2016.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Article

This short article relates an interview with Tanya Franklin, director of market and consumer insights at Lowe's, the American home improvement company, in which she describes how actionable insights lead to the creation of business advantages.