AANA: The Science Behind How Brands Grow

The Australian Association of National Advertisers (AANA) has released the latest episode of Marketing Dividends featuring Dr Byron Sharp, director of the Ehrenberg-Bass Institute at the University of South Australia Business School.

In the episode, Sharp discusses the science behind how brands grow and asserts that we are seeing the beginnings of a re-evaluation of the role and effectiveness of digital advertising.

“The lure of precision targeting has been massively over-sold. Marketing science clearly states we need to reach all categories of buyers – the value of targeting smaller segments is actually far less effective,” he said.

Listen to the episode of Marketing Dividends.