Nerd Alert: What Makes an Ad Authentic

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The Marketing Architects

Marketing Architects

224 episodes

11 hours ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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Nerd Alert: What Makes an Ad Authentic

The Marketing Architects

10 minutes

2 months ago

Nerd Alert: What Makes an Ad Authentic

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 discover that authenticity in advertising isn't what most marketers think it is. They explore four distinct dimensions of authenticity and reveal why the most "real" ads don't always drive the best results.

Topics covered:

[01:00] "Does it Pay to Be Real: Understanding Authenticity and TV Advertising"
[02:00] The four dimensions of authenticity in advertising
[03:00] Why brand essence beats heritage and realism
[05:00] When unrealistic ads outperform everyday scenarios
[07:00] How product type and brand size affect authenticity strategy
[08:00] Why user-generated content isn't always the answer

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

Resources:
Becker, Maren, Nico Wiegand, and Werner Reinartz. “Does It Pay to Be Real? Understanding Authenticity in TV Advertising.” Journal of Marketing Research. https://journals.sagepub.com/doi/10.1177/0022242918815880

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