Break Through the Clutter and Promote PersuasionApr 15, 2019 Daniella Kupor, Boston University
Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more.
Super Bowl Advertising: What makes for Right Content?Apr 05, 2019 Satya Menon, EVP, Kantar's Analytic Practice, Kantar & Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar
Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, Satya Menon and Alfredo Troncoso will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. This study offers more-nuanced guidance for keyword selection decisions.
Advertising and Brand Attitudes: Evidence from 575 Brands Over Five YearsFeb 28, 2019 Kenneth C. Wilbur, University of California, San Diego
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
The Treachery of Convenience: Redefining ReachFeb 28, 2019 Kevin Whitcher, Vice President of Product Management, Oracle Data Cloud
Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes.
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