Nerd Alert: Is TV Still Effective?

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism.  Topics covered:   [01:25] Introducing a new TV attribution report[07:30] The Micro, Macro, Business framework[10:00] How test structure impacts measurability[13:30] All models are wrong, some are useful[15:00] How using multiple models can catch data issues[16:00] What models are best for measuring TV?[19:00] Asking questions with a “challenge everything” mindset   To learn more, visit marketingarchitects.com/podcast  Resources: 2024 Marketing Architects Report: https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. Topics covered:   [00:46] “The Role of Storytelling in the Creation of Brand Love”[01:14] Examples of storytelling[03:42] Does storytelling lead to brand love?[04:15] What is brand love?[05:43] Storytelling in advertising[07:00] Emotional connection adds value To learn more, visit marketingarchitects.com/podcast  Resources: Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58–71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.Topics covered:   [01:30] The history of Influence at Marketing Architects[03:30] Why we feel obligated to return favors[06:00] How consistency shows up in subscription models[10:00] The power of social proof[12:30] Everyone is more influenced by people they like[16:30] How authority affects buying decisions[18:45] Why scarcity increases desirability  To learn more, visit marketingarchitects.com/podcast  Resources: 2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.Topics covered:   [00:54] “The Sound of Brands”[02:23] How to choose the right brand name[04:48] Ice cream and... cat litter?[05:56] How suppressed emotions affect brand name reactions [06:35] How much rhyme is too much?[07:00] Positive effect and sound repetition make a differenceTo learn more, visit marketingarchitects.com/podcast  Resources: Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

How much has marketing really changed in the last decade? It might not be as much as you think.This week, Elena and Rob are covering what’s next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But they’re also talking about what doesn’t change. And how marketing for the future is sometimes about focusing on fundamentals. Topics covered:   [01:15] Some marketing fundamentals never change[04:00] How AI is transforming advertising and creative[08:00] How to keep up with AI’s evolution[09:00] Gen Z’s impact on marketing trends[14:00] Why AR/VR is overhyped for marketers right now[17:00] How top-performing ad formats are moving to short-form video[20:00] Would you rather travel to the future or the past?  To learn more, visit marketingarchitects.com/podcast  Resources: 2023 Wizard of Ads Article: https://wizardofads.org/the-fundamentals-that-remain/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.Topics covered:   [00:45] “An Involvement Explanation for Nostalgia Advertising Effects”[01:00] How some people are extra susceptible to nostalgia[02:00] What is nostalgia?[03:30] Three types of nostalgia[07:00] Why is nostalgia so effective in advertising?[10:00] The connections between nostalgia, likeability, and memorability To learn more, visit marketingarchitects.com/podcast  Resources: Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

At any time, only 5% of a B2B company’s potential customers are in-market. That’s a small group. Which means marketing to the other 95% might be pretty important...In this episode, Elena and Angela are joined by Peter Weinberg, former Global Head of Development at The B2B Institute from LinkedIn. They’re talking about the contrarian ideas Peter researched and popularized during his time at LinkedIn, including the 95-5 rule, why tight targeting isn’t always the right choice, and the role of creativity in B2B marketing. Stick around, and you’ll even get a sneak peek at what Peter’s doing next! Topics covered:   [00:30] Introducing Peter Weinberg[04:30] How the 95-5 rule leads B2B marketing strategy[08:00] Broad vs narrow targeting for B2B[12:00] Why top-of-funnel and brand matters for B2B[14:00] How should B2B marketers think about TV?[19:00] The state of marketing effectiveness in the US[25:30] What’s next for Peter? To learn more, visit marketingarchitects.com/podcast  Resources: The B2B Institute Article: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob are talking all things TV advertising. There have been plenty of marketers announcing “TV is dead” over the last decade, but what does research say about TV’s effectiveness today?Topics covered:   [00:45] “Effectiveness and Efficiency of TV’s Brand-Building Power”[03:00] What is a gross rating point (GRP)?[04:00] A 30-second TV ad is just as effective today as in the 1980s[05:00] Does spot length impact effectiveness?[07:00] Traditional marketing should still be a focus[08:00] How pretesting makes in-market campaigns more successful  To learn more, visit marketingarchitects.com/podcast  Resources: Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Is primetime really the “prime” time for TV advertisers? What does research say about subliminal advertising? And is personalization actually worth the effort?In this episode, Elena, Angela, and Rob look at some of the biggest myths and misconceptions in the marketing industry and tackle what research says about each. A word of caution... listening to this episode could challenge deep-rooted beliefs.Topics covered:   [01:30] What happens when marketing debates get controversial[06:00] Where did the term “primetime” come from?[07:30] Why primetime doesn’t always equal the best performance[12:00] The history of the subliminal advertising myth[17:30] What research says about the impact of personalization[22:00] Where personalization can go wrong   To learn more, visit marketingarchitects.com/podcast  Resources: 2012 Brand Genetics Article: https://brandgenetics.com/human-thinking/how-brands-grow-speed-summary/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss a study reviewing behavioral advertising’s impact on consumer welfare, with some surprising results. Hint: behavioral advertising’s not as helpful for consumers as you might think!Topics covered:   [01:00] Introducing Behavioral Advertising and Consumer Welfare[02:00] Defining behavioral targeting[04:30] Study results on behavioral advertising’s impact[05:30] How you might interact with behavioral ads[06:00] Behavioral vs contextual targeting  To learn more, visit marketingarchitects.com/podcast  Resources: Schnadower Mustri, Eduardo and Adjerid, Idris and Acquisti, Alessandro, Behavioral Advertising and Consumer Welfare: An Empirical Investigation (March 23, 2023). Available at:  https://ssrn.com/abstract=4398428  or http://dx.doi.org/10.2139/ssrn.4398428  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.