Thursday 22.10.2020 at 13:00 CET (12:00 GMT)
Duration 60 minutes
The BG20 team will share some recent learnings from our ongoing brand growth research – focusing on the effectiveness of marketing activity during recessions, brand portfolio strategies and some learnings from our WCWD sustainability initiative.
Revamping the Store Circular: Putting it into Context
Professor Arjen van Lin
Store circulars (or flyers) remain the most important medium for retailers and manufacturers to communicate their promotions, even in today’s digital world. However, a feature ad needs to grab consumers’ attention for the promotion to be effective. In this research, we study the context in which the ad appears to see whether it could better appear together with ads of similar types of categories and brands or with different types.