Episode 46 Les Binet Uncovered: Surprising Secrets of
Ad Effectiveness You May Have
Never Heard Before
In this episode we talk with Les Binet, co-author of The Long And The Short Of It about his research into effective advertising.
We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known
areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the
“dark matter of effectiveness”: price effects.
Episode Highlights
the value of emotional campaigns and how this terminology is often misunderstood
why pre-testing is often misleading but 'liking' is one of the few accurate predictors of an ad's success
why marketers are reluctant to prioritize emotional advertising
Resources & Useful Links
Want to dig deeper on the concepts discussed in this week's episode? Check out the links below to learn more
about the long and the short, the halo effect, and more.
Keep Listening
Ep30 - Optimism Bias with Tali Sharot
How consumer behavior has the tendency to overestimate the likelihood of positive events and underestimate the likelihood of negative events
Ep31 - Costco: Loyalty Cards, Ski Trips, and the Sunk Cost Effect
How consumer behavior can be decided by loyalty programes and the theory of sunken cost
