Learn why so many ads today are ineffective and what marketers are getting wrong. Today, Tom Goodwin reveals the four simple truths about advertising, the surprising power of “wasted” marketing, and why aesthetics alone can make an ad more persuasive.
You’ll learn:
Why most digital ads fail and how short-term thinking is to blame.
The hidden power of repeated exposure (feat. Moreland & Beach’s 1992 study).
How slow-motion, jingles, and branding signals can make products feel more premium.
Why targeting is overrated.
The one thing marketers should focus on to create better campaigns without breaking the bank.
This episode contains strong language.
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Sources:
Cialdini, R. B. (2021). Influence: The psychology of persuasion (New and expanded ed.). Harper Business.
Goodwin, T. (2018). Digital Darwinism: Survival of the fittest in the age of business disruption. Kogan Page.
Innes, M. (2023, May 5). CMO tenure falls to lowest level in more than a decade. MarketingWeek. https://www.marketingweek.com/cmo-tenure-falls/
Moreland, R. L., & Beach, S. R. (1992). Exposure effects in the classroom: The development of affinity among students. Journal of Experimental Social Psychology, 28(3), 255–276. https://doi.org/10.1016/0022-1031(92)90055-O
SungJin, J. & Dubois, D. (2022). When and how slow motion makes products more luxurious. Journal of Marketing Research.