200910The Art of PersuasionLeeAngela October 2009 |
The Art of Persuasion200910LeeAngela The Art of Persuasion
What types of messages are most persuasive? For example, would you be more likely to buy a TiVo if an ad described it as offering you freedom or if it explained how you could replay sports events? |
LeeAngela200910The Art of Persuasion Angela Y. Lee
Punam Anand Keller Brian Sternthal |
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200910Colored by the Company You KeepNamMyungwoo October 2009 |
Colored by the Company You Keep200910NamMyungwoo Colored by the Company You Keep
The Aston Martin sports car has been repeatedly featured in James Bond movies. This use is predicated on the belief that positive associations with a context transfer to the target brand. Brian Sternthal tells us that marketers should pay close attention to managing not only their brands but also their brands’ environment. |
NamMyungwoo200910Colored by the Company You Keep Myungwoo Nam
Brian Sternthal |
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200805How Many Reasons Do You Need to Like BMWs?TyboutAlice May 2008 |
How Many Reasons Do You Need to Like BMWs?200805TyboutAlice How Many Reasons Do You Need to Like BMWs?
If you were asked to come up with one reason to drive a BMW, what would it be? What if you were asked for ten reasons? Now imagine your opinion of the BMW after searching your mind for reasons to drive it; would your evaluation be more favorable after coming up with one reason or ten? |
TyboutAlice200805How Many Reasons Do You Need to Like BMWs? Alice M. Tybout
Brian Sternthal Georgios A. Bakamitsos Prashant Malaviya Se-Bum Park |
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200705Advertising AlignmentSternthalBrian May 2007 |
Advertising Alignment200705SternthalBrian Advertising Alignment
At a time when many categories are populated by parity brands, marketing executives and advertising agencies find it increasingly difficult to win market share and consumer loyalty even when they have strong positioning. There is good news, however, for the savvy marketer. According to research by Brian Sternthal, professor of marketing at the Kellogg School of Management and his colleague Prashant Malaviya (INSEAD), by understanding how consumers make purchase decisions, companies can present information on their products and services in a way that increases advertising effectiveness.
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SternthalBrian200705Advertising Alignment Brian Sternthal
Prashant Malaviya |
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