Ehrenberg-Bass News

Premiumisation is about more than simply launching a premium brand – and even if it does involve a premium brand, marketers need to guard against making assumptions about who will buy it and where, according to the Ehrenberg-Bass Institute.

As the marketing industry descends on Cannes, David Tiltman says it’s time to raise the level of debate around effectiveness. Today WARC launches a new white paper: Anatomy of Effectiveness. It’s a distillation of the current evidence, case studies and thinking around effective advertising.

The majority of brand measures are meaningless, says researcher Dr Chris Riquier. To rebuild credibility (and brands), marketers need to take heed of proven Ehrenberg-Bass principles and redirect spend from tracking.

In recent years the impact of the Ehrenberg Bass Institute and its promotion of “sophisticated mass marketing” has broken one of our discipline’s most cherished principles – that you must segment and target in order to have the greatest marketing impact. The benefits of targeted marketing have been apparent for decades and yet the empirical power of Ehrenberg Bass is hard to resist.

The AMS Mary Kay Doctoral Dissertation Awards provide doctoral students with funding needed to complete their educational journeys.

Mary Kay, an international leader in corporate and social responsibility, today announced winners of the Mary Kay Doctoral Dissertation and Doctoral Dissertation Proposal Awards at the 2019 Academy of Marketing Science Annual Conference in Toronto.