Advertising best practice, evidence and insights

Article • WARC Best Practice, May 2019

Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article • 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.

Are Korean cosmetics losing their allure for Chinese consumers?

News • 20 June 2019

Chinese consumers may be falling out of love with Korean beauty products, as local brands and Japanese products make in-roads into the sector.

How do consumers choose sellers in e-marketplaces? The role of display price and sellers' review volume

Research Paper • Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Americans are the most frequent online shoppers

News • 07 June 2019

More consumers are buying online than ever before, and they are also more likely to buy from the same store when they make an online purchase, a new global report has revealed.

How Coca-Cola sought to understand senior shoppers

Article • Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019

Coca-Cola, the beverages company, sought to better connect with senior shoppers by delving into their shopping behaviours and product preferences.

Retailers get innovative to battle cost of returns

News • 15 May 2019

As e-commerce continues to boom, so too does the ongoing problem – and expense – of returns, estimated to be costing sellers around £60bn a year globally.

How important is brand loyalty?

Article • WARC Evidence, May 2019

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.

APAC consumers are positive about global brands

News • 29 April 2019

Consumers in Asia-Pacific are more inclined to buy local brands than they were four years ago, yet they continue to have a global outlook with 85% believing that global brands have the power to make the world a better place.

Imaginative retailers can win over Gen Z shoppers

News • 29 April 2019

Received opinion maintains that Gen Z shoppers are so digitally savvy that they shun in-store shopping, but that is a misconception and retailers stand to benefit if they adapt to meet the expectations of these young consumers.

Southern India more open to FMCG experimentation

News • 18 April 2019

India’s five southern states account for almost a quarter of all FMCG sales and their shopping habits differ in several ways from the rest of the country, research shows.

In the age of Brexit, brands pick a side

News • 18 April 2019

Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...

Breaking the Walls Between Traditional and Digital Marketing: Challenging how marketing as we know it drives brand sales andROI

Research Paper • Caio Daier, Rebecca Azevedo, Emiliano Mosca and Liliana Antunes, ESOMAR, Latin America, 2019

Facebook, a social networking service, created various advertising sales experiments in Latin America between 2017 and 2018 to explain how different marketing practices generate brand sales.

Asia's millennials lead the way in m-commerce

News • 12 April 2019

Asia is leading the way for mobile-based shopping over physical stores, with quite a push from the millennial market, for whom mobile shopping seems to hold special appeal, according to a regional Twitter executive.

Has Amazon Met its Match? FMCG has proven to be one of the few areas that they cannot make a profit in

Research Paper • Amishi Takalkar and Luke Orphanides, ESOMAR, Latin America, 2019

NAILBITER Inc, a market researcher, created a videometric platform that uses videos of shoppers at the point of purchase to uncover insights into shopper behaviour.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

China on course for 74,000 coffee shops by 2020

News • 12 April 2019

China’s booming coffee trend shows little sign of waning, as is confirmed by a new survey that suggests the country will host as many as 74,000 coffee outlets by 2020.

Mobile commerce and Asia’s millennials: a match made in retail heaven

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

Millennials in Asia are an important market for mobile commerce, with yet more potential for retailers to tap into.

Reinventing Asia’s retail stores of the future

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

Euromonitor International, the market research company, sets out its view of the future of physical retail in Asia.

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

Drunk shopping: an online retail goldmine?

News • 28 March 2019

DUI is a criminal offence, SUI merely results in criminally bad purchases, but few people who shop while drunk regret their buys, according to a new survey which has estimated the value of this market at $48bn a year in the US.

The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Article • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Digital First, March 2019

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

Online and offline conversations require different marketing strategies

Article • Research on WARC, March 2019

Summarises findings from a paper published in the MIT Sloan Management Review journal on deriving value from conversations about your brand.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis, Admap, March 2019

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.

Shopper insight