Can Science Improve Advertising?
Center for Advanced Studies (CAS) Research Focus Forecasting Politics (LMU)
English - September 12, 2013 20:00 - 53 minutes - 817 MB VideoArts wahlen prognose usa präsident präsidentschaftswahlen vorhersagen politik pollyvote elections prediction Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
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To this day, advertising experts have difficulty in predicting the effectiveness of advertisements. The reason is that advertising is complex and involves much uncertainty. In such situations people are unable to learn from experience and expert judgement is of little value. It is possible, however, to learn from experiments that compare alternative approaches under controlled conditions. Scott Armstrong presents findings from a 16-year research project, in which he summarized experimental evidence on advertising effectiveness and formulated principles for how to best design advertisements. | Center for Advanced Studies: 12.09.2013 | Speaker: Prof. Scott Armstrong | Moderation: Svenja Teichmann