What marketers can learn from the way heuristics impact ad effectiveness

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

What marketers can learn from the way heuristics impact ad effectiveness

Alastair Goode

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

The use of heuristics, linked to the quick, intuitive shortcuts of System 1 thinking, naturally works well for ads. A meta-analysis of over 3,000 ads, including IPA Award winners, shows that successful ads do make more heuristic references than avera