The stores we shopped in yesterday are not the stores we are shopping in today, and unlikely to be those we shop in tomorrow. There is no longer a need to squint … our data scientists have brought this phenomenon into plain sight.
When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.
Two important narratives have been necessarily conflated as the novel coronavirus (COVID-19) has made its way around the world this year: the devastating impact of the deadly disease on the lives of millions and their loved ones and the almost immediate effect on the global economy.