Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving
for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at
local levels.
Advertising is now worth nearly five times as much as Amazon's retail business.
"Niche players are doing very well," says Jim Leichenko, Kantar director of marketing, media division. Consumer products goods advertisers are also taking advantage of the back-to-school season.