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Why Anthropomorphism Works In Marketing

Idea posted: November 2015
  • Marketing

Talking geckos and other anthropomorphic “spokes-characters,” are ubiquitous in advertisements. Various studies reveal some of the psychological reasons explaining why and how anthropomorphic marketing works — as well as some of the potential risks.

Idea #564
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Search Engine Marketing: Does it Pay?

Idea posted: January 2014
  • Strategy
  • Marketing

Spending on search advertising has skyrocketed in recent years. But experiments conducted by researchers from UC Berkeley, the University of Chicago and eBay Research Labs suggest paid search may not be as effective as is thought. Particularly in the case of well-known brands, it seems it has little or no effect on sales as, in its absence, loyal customers will find other channels to visit the company’s website anyway.

Idea #309
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