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Italy

Italy is a major advertising market, and is the fourth biggest country by adspend in Europe. Investment in digital channels in Italy is relatively low compared with other major European markets, and remains significantly below TV advertising.

Key Reading

Important papers from across the Warc database

This article argues that, as ad media channels fragment, retail point-of-sale is arguably the universal meeting point in which the crucial act of relating with the brand, switching from interest into involvement and, ultimately, buying takes place. It uses a case study example from Carrefour in Italy.
Predicted advertising expenditure across 12 key markets, including Italy, for the next two years.
The gold standard in marketing communications effectiveness across multiple European markets.

Case Study

This case study explores how METRO, a global retail company, launched a campaign in France, Italy and Germany to demonstrate the freshness of the fish it sells.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how smart, the Mercedes-owned car marque, launched a virtual showroom in Italy capable of overcoming the distance between consumer and product inherent in e-commerce.

Case Study

This case study describes how Burger King, the QSR giant, opened 300 new stores in Italy, marketing the event using a particularly Italian phenomenon: the Umarells, old men who like to watch construction sites all day.

Case Study

This case study describes how the Italian spirit brand, Amaro Braulio drove awareness for its unique and historic product with the #MadeInCima hashtag, a nod to its alpine heritage.

Case Study

This case study describes how Ferrero Italia, a confectionery manufacturer, sold its new dark chocolate bar, the Kinder Bueno Dark in Italy.
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Research Paper

The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.

Article

This brief article rounds up the international forecasts for 2016.

Article

This brief article rounds up some statistics on forecasts and predictions for 2016.

Article

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Research Paper

The topic of market segmentation is still one of the most pervasive in marketing. Among clustering techniques, finite mixture models have gained recognition as a method of segmentation with several advantages over traditional methods; one variant of finite mixture models – the latent class (LC) model – is probably the most popular.

Article

This brief article rounds up some statistics regarding household products adspend.
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  1. Article

    This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

  2. Article

    This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

  3. Article

    This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

  4. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  5. Article

    This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.

  6. Article

    This paper argues that culture - routinely ignored by "traditional" market research - can be an inspiring and effective source of insights for developing brand strategy and innovation, especially when combined with more consumer-centric methods.
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