ARF Annual Conference: What do we really know about advertising? Some "empirical generalisations"

Geoffrey Precourt

Reporting from the Advertising Research Foundation's annual Re:think convention, WARC Online's U.S. editor Geoffrey Precourt covers a session by Yoram Wind, Wharton School marketing professor, on 11 "empirical generalisations" (EGs) drawn from recent marketing papers submitted to the Journal of Advertising Research.

ARF Annual Conference

What do we really know about advertising? Some "empirical generalisations"

Geoffrey PrecourtWARC Online

What do we really know about advertising? Well, it depends who you ask. An agency may tell you that brilliant creative sells and keeps selling. A network-television executive may insist that audience weight is the most effective way to move products. A CPG marketing director will echo his management team and tell you that the quality of a spot or the size of an audience makes no difference at all if there's no metric for return on the investment in advertising.

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