In his recent presentation as part of the IPA's 3rd Age of Effectiveness Les Binet stated,"Most of t...
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Evidence that advertising increases demand at any given price
I recently found an academic paper that suggests advertising raises the willingness to buy a brand a...
Did Airbnb really benefit from its shift to brand building?
I recently came across this post on LinkedIn about how Airbnb's shift to brand building advertising ...
Evidence that advertising affects long-term price elasticity
A paper which starts with the statement, "Advertising often aims at creating and reinforcing brand d...
Forget short and long-term, think about the buyer cycle instead
Take the chart from my post about how purchase decisions are made, wrap it into a circle, and you ge...
Are we forgetting the power of memory to influence purchase?
For years marketers have capitalized on the mind's capacity to imagine and remember. Today, however,...