Ken Roberts - Emotions in Advertising

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Champagne Strategy

Hybrency

104 episodes

2 days ago

Uncovering the secrets behind world-class commercialization strategy for senior executives - garnished with tech & Champagne. Learn from people who've bridged the strategy gap between planning, execution and measurement. They'll have battle scars to show, skin in the game and money in play. Most aren't famous but there's zero commercial agenda here, so heeding their wisdom is priceless. Listen to an episode if you dare, but you've been warned. There's no going back. Keep taking your blue pills - or press play

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Management

Business

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Ken Roberts - Emotions in Advertising - S5 Ep12

Champagne Strategy

46 minutes

9 months ago

Ken Roberts - Emotions in Advertising - S5 Ep12

Brain Hurt Scale = 3/10 - Do you need your advertising to be emotional in order for it to work? Ken Roberts has spent decades researching this with colleagues and is one of the world's authorities on this topic. In this wide-ranging interview we separate fact from fiction about everything from brand tracking, to the creative process, market-share drivers, advertising pre-testing vendors, famous marketing personalities and everything else in between.

And Ken doesn't disappoint. Refuting much of the common wisdom and offering contrarian points of view supported by the practical commercially-focused research he's been personally involved with.

Discover which voices you should be listening to and which you probably shouldn't if you're focused on high-value financial outcomes with your marketing expenditure.

Or you could continue listening to the populist narratives of famous commentators.

The choice is yours.

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Links and recommended further reading mentioned in this episode.

Ken Roberts https://www.linkedin.com/in/ken-roberts-789b222/ ForeThought - https://www.forethought.com.au/ BrandComms - https://www.brandcomms.ai/ Bendigo Better Bank TVC - https://www.youtube.com/watch?v=zx0UkhlcJCM Kmart Australia 1000 Mum's TVC - https://www.youtube.com/watch?v=rnHg_RcsWck Brand Health Tracking Course - https://app.vexpower.com/sim/how-to-measure-and-track-brand-accurately-without-a-vendor-filtered-lens/ The Folly of the ‘The Long and the Short of It’ https://www.greenbook.org/insights/gain-retain/the-folly-of-the-the-long-and-the-short-of-it Emotion: the Mandatory of Marketing – Part One: Behavior https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-one-behavior Emotion: the Mandatory of Marketing – Part Two: Measurement https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-two-measurement Emotion: the Mandatory of Marketing Part Three: Application https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-part-three-application