Advertisements vary enormously in their sales effectiveness, so choosing the more effective advertisements to air is an important marketing task. Such decisions are often made intuitively. This study assesses the intuitive predictions made by a global sample of marketers regarding which television ads are more or less sales effective. The findings show that marketers predictions were correct no more often than random chance. Multivariate analysis suggests that those with category experience and those in marketing or consumer insights roles make slightly better predictions. Aside from who makes better predictions, further research is needed on how to improve advertising decisions, including use of evidence-based decision support systems and team decision-making.
Commentary Submitted By: Ville Satopää, INSEAD. Date Accepted: 1/2/2017
Managerial Decision Making in Marketing: Introduction to the Special Issue
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000030
This is the introduction from special issue editor B. Wierenga.
Kind and Wicked Experience in Marketing Management
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000031
This article by R. M. Hogarth and E. Soyer deals with the role of experience in marketing.
The Marketing Manager as an Intuitive Statistician
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000032
This article by B. de Langhe is about the marketing manager as an intuitive statistician.
Managerial Decision-Making in Marketing: Matching the Demand and Supply Side of Creativity
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000033
This article by N. Althuizen, B. Wierenga, and B. Chen provides an overview of creativity research in marketing and offers a novel framework for matching the demand and supply side of creativity.
Selecting Predictive Metrics for Marketing Dashboards - An Analytical Approach
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000035
This article by K. Pauwels and A. Joshi is about the selection of predictive measures for marketing dashboards.
Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions
, Journal of Marketing Behavior, Volume 2, Issue 2-3 10.1561/107.00000036
This article by W. Verbeke, R. P. Bagozzi, W. van den Berg, L. Worm, and F. D. Belschak uses methods from neuroscience to study the mechanism behind SPA at three levels, genetic make-up, endocrine processes and self-reported stress experience.
Journal of Marketing Behavior, Volume 2, Issue 2-3 ICT-based Strategies for Environmental Conflicts: Articles Overiew
See the other articles that are part of this special issue.