UN 230 - IJRM. Designing Ad Content in a Differentiated Market.

Marketers know that consumers use attribute information to help them make their purchasing decision, but a lot of advertising doesn’t include this information. Are these marketers making a mistake or are they winning market share … by sharing less?

Today we’re speaking with Professor David Soberman about how the model he and his colleague, Professor Yi Xiang can help marketers to better understand how to make decisions about whether or not to include product attribute information in their advertising.

Topics include:

• Why a less differentiated market sometimes leads to an increase in content rich advertising.
• How uninformative advertising can be used to create ‘artificial’ differentiation.
• Why the insights from this research might be even more relevant for high involvement products.

Click here for the Research Article  https://www.sciencedirect.com/science/article/pii/S0167811621000483