This report outlines the current 'best practice' evidence-based principles along with recommendations for purchasing and scheduling advertising space. These recommendations fit with what is known about how brands grow.
The aim of any media strategy should be to minimise the time between any category purchase (ie when they could/might buy your brand) and the last advertising exposure to reach their brain.
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‘Nudging’ is a behaviour change strategy underpinned by decades of research in psychology. Nudging very quickly became famous in many disciplines, including marketing, with the birth of ‘Nudge Marketing’ and ‘Nudge Advertising’. However, as is often the case there was a degree of overexcitement. In this report, the Ehrenberg-Bass Institute presents a synthesis of past empirical studies and original research. We investigate whether nudging can influence consumer choices across various retail environments; in this case, of food and beverage choices.
We present advertisers, retailers and marketing researchers with findings based on the highest quality research methods, including a systematic review of past studies and an original randomised controlled trial.
We conclude that nudging is not a reliable marketing tool. Therefore, we can’t yet recommend emphasising nudging in your marketing mix. Let us explain why.
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