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.
Travel technology company Amadeus has launched its advertising platform travel audience in Asia Pacific, which is aimed at helping advertisers reach consumers in the largest and fastest growing travel market in the world.
Christmas ads impact shopper behaviour, inspiring gift ideas and purchases, but a new survey cautions that shifting media consumption patterns, especially around streaming and mobile, mean marketers will have to think carefully about their media ...
The notion that consumers are paralysed by an excess of choice – the findings of the famous ‘jam study’ – is too simplistic; choice overload sets in at different points depending on the type of product or service being purchased.
John Lewis, the British retail partnership has seen a 23% increase in nocturnal spending in the last year, based on proprietary credit card data: around one in every 15 purchases made using the John Lewis credit card are made between midnight and ...
The display price of goods and the number of reviews a seller has received can together shape buying decisions on e-marketplaces where shoppers choose between different vendors, according to a paper in the Journal of Advertising Research (JAR).
Search advertising, closely followed by weekly marketing emails, are the most effective methods of influencing consumer purchasing decisions, according to a recent survey on both sides of the Atlantic.
Frictionless commerce is on the rise but what remains important for retailers is “to look at what triggers the customer to buy, and how they actually buy it”, said Anke Zeller, vice president of group strategy for payment solutions ...
Low Lai Chow, Event Reports, Retail Asia Conference, May 2019
Zhang Tianbing, Deloitte Asia-Pacific’s consumer product and retail industry lead believes that the future competition that brands will have to fight will be for consumers’ time, not product category or territory dominance.
A significant proportion of British shoppers are anticipating supply problems as a consequence of October’s slated date for Brexit, while retailers are warning an autumn exit would hit them at the busiest time of the year.
Burgers, hotdogs and beer remain classic American staples during Fourth of July celebrations, yet there is growing evidence that many US consumers are opting for plant-based food, low alcohol drinks and other alternatives.
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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