Interview: Les Binet, co-author of The Long and the Short of It, on the secrets behind effective advertising
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. - En podcast af Consumer Behavior Lab - Torsdage
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In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.
