The latest video on thedoublethinkTV is an interview with Dominique Hanssens, Dominique Hanssens is the Bud Knapp Professor of Marketing at the UCLA Anderson Graduate School of Management, where he has been on the faculty since 1977. He has served as the school’s faculty chair, associate dean, and marketing area chair. From July 2005 to [...]
In my previous post I listed some empirical evidence that shows that TV advertising is becoming increasingly effective. One of the reasons is that TV is a superior medium for driving emotional engagement. The role of emotional engagement in driving purchasing behavior has been hotly debated in the last couple of years. This is as [...]
This morning I presented at the annual American Business Media conference in Jacksonville Florida. I spoke about the perfect storm in the marketing world today. It’s caused by a combination of an accountability crisis that has been troubling marketing for years and a recession that has really put this crisis in the spotlight.
I briefly [...]
A couple of weeks ago I found a copy of Claude Hopkins’ “Scientific Advertising” as a pdf online. This book was written in 1923 and it was probably the 1st book ever written on the application of mathematics in marketing. If you haven’t read it, I highly recommend it. It opens with the following beautiful [...]
Earlier this year I did a short presentation on marketing accountability to the Association of National Advertisers (ANA). They seemed to like it and asked me to present it at their annual Marketing Accountability Summit which was scheduled for last week. I had planned a vacation to Mexico so I wrote up the content and [...]