ALL POSTS TAGGED Millward Brown
Pre-testing Advertising: Is it a Little Silly?
Posted Jul 17 in Opinion, Uncategorized tagged behavioural economics, James Hurman, Link Testing, Millward Brown, Pre testing by Fritz BachenThis is a article I wrote recently for B&T magazine – kind of antagonistic by proxy. I was recently asked by ABC radio to name the four big unanswered questions in our field. One of the questions I posed was that we don’t know if a campaign or idea is going to work. I [...]
Read more...The Obsession With ‘Emotional Advertising’ is Missing the Point
Posted Oct 11 in Opinion tagged behavioural response, Bogusky, emotional advertising, Millward Brown, Rational advertising, Utility Marketing by Fritz BachenRecently Millward Brown put out a white paper titled “Should my advertising stimulate an emotional response?” I applaud Millward Brown for trying to answer such a question – and the article is a good read, concluding unsurprisingly with ‘yes’ we should encourage an emotional response. However, to be frank, I think asking a different question [...]
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Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
