Japan, France and Spain are emerging “hubs of growth” for Chinese brands seeking to expand overseas, although overall awareness of Chinese brands in international markets has declined over the past three years, a new report has found.
During March, Changi Airport was the brand which achieved the highest uplift in its Ad Awareness. The rise coincided with the upcoming opening of Jewel, the brand’s new ‘go-to’ destination in Singapore.
Samsung Galaxy is the brand that achieved the biggest rise in Ad Awareness in the US during March. At the start of the month, Samsung Galaxy’s Ad Awareness score (whether someone has seen or heard an advert broadcast by a company in the past two weeks) was 17%.
Since the global recession in the mid-00s, marketing effectiveness has declined to a greater extent in the financial services category than any other – largely because it has prioritised performance marketing, according to Les Binet.
DoorDash, a restaurant delivery company that launched its first national advertising campaign in mid-January, achieved the most significant improvement in its Ad Awareness among American consumers in February, according to data from YouGov Plan & Track.
This month, Gillette achieved the highest uplift in Ad Awareness of any brand in the UK. For years, Gillette’s tag line has been ‘The Best a Man Can Get’, and focused on the traditional masculinity of their target customer.
Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
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.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage