"The Seven Advertising Myths: Initial Findings from the Future of Advertising Project" with Wharton Professor Yoram Wind
Wednesday, April 21, 2010
"The Seven Advertising Myths: Initial Findings from the Future of Advertising Project" with Professor Yoram Wind, The Lauder Professor, Professor of Marketing, Director, SEI Center for Advanced Studies in Management, Academic Director, Wharton Fellows Program.
The popular press and many marketing and advertising executives have strong beliefs about advertising and how it works. How many times have you heard that Tivo and other advances in technology have led to the death of the 30 second TV commercial , that emotion trumps rational messages, that message beats the media vehicle, that the best advertising is consumed in the home ,that social advertising spend is less cost effective than more traditional advertising spend, that click rates on display ads are the best measure of advertising effectiveness, that the “new consumers” are very different from the “old consumers’ in regard to media behavior, trust in advertising and brand influencers etc.
Are these and similar beliefs about advertising supported by facts or are they unsupported myths?
The session will report on and discuss some of the initial findings of the Future of Advertising Project and the results of extensive discussions among the 40 plus board members of the project on the validity of these and other beliefs.
Be ready to share your views on what is myth and reality in advertising and compare it with the initial findings of the project.
Register here
Date: Wednesday, April 21, 2010
Time: 9:00am-10:00am PST
Registration: For WCNC members Only. Registrations must be received by Sunday, April 18th.
Jerry (Yoram) Wind
Lauder Professor; Director, SEI Center for Advanced Studies in Management; Academic Director, The Wharton Fellows Program
Professor Jerry Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy. He consults with major firms around the world, and has lectured in over 50 universities world wide.
Professor Wind is one of the most cited authors in marketing. He is a regular contributor to the professional marketing literature, with 22 books and more than 250 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. His 2004 book The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business, draws on the latest research in neuroscience to explain how a person's mental models can distort perceptions, creating both limits and opportunities.
Professor Wind is the founding editor of Wharton School Publishing, a joint venture with Pearson and has published 25 books in the first 18 months. Over the years he has served as editor-in-chief of the Journal of Marketing, the policy boards of the Journal of Consumer Research and Marketing Science, the editorial boards and guest editor of all the major marketing journals. He is the recipient of numerous academic awards, including the three major marketing awards, The Charles Coolidge Parlin Award, the AMA/Irwin Distinguished Educator Award, and the Paul D. Converse Award.
Professor Wind teaches MBA courses in Marketing Strategy, Marketing Methods and Applications for Business Consulting, and a new course in creativity.
Professor Wind received his PhD from Stanford University and his MA and BS degrees from The Hebrew University in Jerusalem
