STANFORD GRADUATE SCHOOL OF BUSINESS — Intuition tells us advertising increases sales of products, but researchers have had a hard time proving it. A new study from Stanford Graduate School of Business focused on the 2000 U.S. presidential election to prove that point. It found that TV ads were influential enough to tip the 2000 [...]
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STANFORD GRADUATE SCHOOL OF BUSINESS — Accent the positive; eliminate the negative. Besides being the lyrics of an old Bing Crosby song, that phrase has been conventional wisdom for generations of marketers. After all, why would you want consumers to hear anything negative about your product? But like a lot of conventional wisdom, it doesn’t [...]
“What you’re seeing is advertisers needing to yell, metaphorically and literally, louder and louder, in order to grab attention. Advertisers need to walk that fine line between grabbing consumers’ attention and not annoying them too deeply, but that’s a very fine line to walk.” –Prof. Jennifer Aaker, on loud television ads Share, Email or Print: