Can Science Improve Advertising?

To this day, advertising experts have difficulty in predicting the effectiveness of advertisements. The reason is that advertising is complex and involves much uncertainty. In such situations people are unable to learn from experience and expert judgement is of little value. It is possible, however, to learn from experiments that compare alternative approaches under controlled conditions. Scott Armstrong presents findings from a 16-year research project, in which he summarized experimental evidence on advertising effectiveness and formulated principles for how to best design advertisements. | Center for Advanced Studies: 12.09.2013 | Speaker: Prof. Scott Armstrong | Moderation: Svenja Teichmann