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.
The e-commerce landscape across Southeast Asia has had to adapt rapidly to the impact of COVID-19 and “digital availability” will be essential to future marketing strategies, an agency expert believes.
Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.
Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Digital First, June 2020
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
As China’s economy re-opens, there are signs that purchasing behaviours which changed during the coronavirus pandemic will continue post-lockdown as consumers are keen to carry on with the convenience and increased safety of contactless online ...
Carl Spaulding, WARC Best Practice, June 2020
This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.
As more countries begin to ease their Covid-19 restrictions, there’s one inevitable question that everyone is asking: what does the “New Normal” look like? Clearly, we can’t just assume that behaviours newly acquired or significantly boosted during an unprecedented crisis will automatically continue afterwards.
Marketers seeking to understand the evolution of buying habits under lockdown may benefit from mapping these behaviours against Abraham Maslow’s “hierarchy of needs”, an iconic psychological model of motivations.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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