Part 2: Advertising Conundrum: What Works in Advertising and How to Use this to Make Better Advertising Decisions

The Conference Board of Canada, September 14, 2017 at 11:00 AM EDT
Live Webinar
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker.

Join us for our 2-part series of the Advertising Conundrum.

Part 1: Advertising Conundrum: What We Think Works in Advertising and Why We Never Really Know
August 17 at 11am EDT

Part 2: Advertising Conundrum: What Works in Advertising and How to Use this to Make Better Advertising Decisions
September 14 at 11am EDT

This two-part series dives into determining the ROI on advertising. We will discuss how our marketing efforts more generally, has become a major, and important, preoccupation. This preoccupation has distracted us from a more important question: what causes advertising to work in the first place?

Knowing an advertisement works tells us little about why it worked. That doesn’t stop us generating ideas about why it did (or did not), but how do we know those ideas map onto reality? How can we assess the veracity of these beliefs? The answer is that we cannot. This poses serious problems when it comes to creating effective advertising content.

Webinar Highlights

  • Learn what the true goal of advertising is (it's not what you think!)
  • Learn about the origin of some of the accepted truths in advertising
  • Understand why there are problems with some of these ideas
  • Learn about common biases that prevent marketers making good advertising decisions

Join us for the low price of $99 for both sessions!

About Laurence

Laurence AshworthLaurence Ashworth is an associate professor in the Marketing Area at the Queen’s School of Business. He has been at Queen’s since 2003 after completing his Ph.D. at the University of British Columbia. The broad aim of his research is to gain a deep understanding of how and why consumers react to various aspects of firms’ actions and product offerings to help managers make more informed marketing decisions.

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