The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

509. The Anatomy of Bad Ads

Jun 26, 2025
Jake Teeny, an assistant professor of marketing at the Kellogg School, dives into the art and science of advertising failures. He discusses why ineffective ads thrive, from unclear messaging to the risk of emotional disconnection. Jake emphasizes the necessity of clear goals in advertising to captivate audiences effectively. The balance between nostalgia and novelty in campaigns is also unveiled, highlighting its impact on consumer engagement. Listeners gain valuable insights into avoiding common pitfalls and crafting ads that resonate while standing out in a crowded market.
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INSIGHT

Clear Objectives Crucial

  • Effective ads must have a clear, specific objective to succeed.
  • Vague or broad goals dilute focus and reduce the ad's impact.
ANECDOTE

Distinct Car Ads Capture Attention

  • Car ads often blur together with similar fast car, rugged terrain themes.
  • Citroen's alien-driving car ad stood out by being different and engaging.
ADVICE

Hook Quickly to Retain Attention

  • Start ads quickly to capture attention before viewers tune out.
  • Avoid slow starts as viewers often skip ads if not immediately engaged.
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