Interview: Les Binet, co-author of The Long and the Short of It, on the secrets behind effective advertising
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Hidden Profits of Advertising: Understanding Price Effects
This chapter explores the significant role of price sensitivity in advertising effectiveness and its direct impact on profitability. It emphasizes the need for marketers to recognize the hidden financial advantages of advertising, akin to 'dark matter,' that arise from a brand's ability to command higher prices through carefully crafted ad strategies.
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