The Marketing Architects Marketing Architects

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.

But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism. 
 
Topics covered:   
[01:25] Introducing a new TV attribution report[07:30] The Micro, Macro, Business framework[10:00] How test structure impacts measurability[13:30] All models are wrong, some are useful[15:00] How using multiple models can catch data issues[16:00] What models are best for measuring TV?[19:00] Asking questions with a “challenge everything” mindset 

 




 
To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2024 Marketing Architects Report: https://www.marketingarchitects.com/blog/everything-wrong-with-tv-measurement
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

Once upon a time, Elena and Rob decided to explore the meaning of “brand love” and the use of powerful storytelling. They discovered that brands with a strong story create meaningful connections and fuel brand loyalty. 

Topics covered:   
[00:46] “The Role of Storytelling in the Creation of Brand Love”[01:14] Examples of storytelling[03:42] Does storytelling lead to brand love?[04:15] What is brand love?[05:43] Storytelling in advertising[07:00] Emotional connection adds value 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Dias P, Cavalheiro R. The role of storytelling in the creation of brand love: the PANDORA case. J Brand Manag. 2022;29(1):58–71. doi: 10.1057/s41262-021-00254-6. Epub 2021 Oct 6. PMCID: PMC8494506. 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Can marketers tap into psychology to improve the effectiveness of their work? Well, there’s a reason why Dr. Robert Cialdini’s psychology book Influence is a marketing and sales bestseller.

Whether you realize it or not, psychological principles are applied in marketing all the time. This week, Elena, Angela, and Rob are reviewing the six psychological lessons found in Dr. Cialdini’s classic book. They cover how marketers can use these principles for good (not evil) and how they show up in everything from customer reviews to subscription models.

Topics covered:   
[01:30] The history of Influence at Marketing Architects[03:30] Why we feel obligated to return favors[06:00] How consistency shows up in subscription models[10:00] The power of social proof[12:30] Everyone is more influenced by people they like[16:30] How authority affects buying decisions[18:45] Why scarcity increases desirability 
 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2016 Forbes Article: https://www.forbes.com/sites/ajagrawal/2016/06/02/why-every-marketer-should-read-influence-the-psychology-of-persuasion/?sh=4c73d5b56d0c 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.

Topics covered:   
[00:54] “The Sound of Brands”[02:23] How to choose the right brand name[04:48] Ice cream and... cat litter?[05:56] How suppressed emotions affect brand name reactions [06:35] How much rhyme is too much?[07:00] Positive effect and sound repetition make a difference




To learn more, visit marketingarchitects.com/podcast 


 

Resources: 
Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.   
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

How much has marketing really changed in the last decade? It might not be as much as you think.

This week, Elena and Rob are covering what’s next in marketing, from how younger generations are making new demands of businesses to why it's so hard to keep up with the latest AI developments. But they’re also talking about what doesn’t change. And how marketing for the future is sometimes about focusing on fundamentals. 

Topics covered:   
[01:15] Some marketing fundamentals never change[04:00] How AI is transforming advertising and creative[08:00] How to keep up with AI’s evolution[09:00] Gen Z’s impact on marketing trends[14:00] Why AR/VR is overhyped for marketers right now[17:00] How top-performing ad formats are moving to short-form video[20:00] Would you rather travel to the future or the past? 
 






To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
2023 Wizard of Ads Article: https://wizardofads.org/the-fundamentals-that-remain/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.

Topics covered:   
[00:45] “An Involvement Explanation for Nostalgia Advertising Effects”[01:00] How some people are extra susceptible to nostalgia[02:00] What is nostalgia?[03:30] Three types of nostalgia[07:00] Why is nostalgia so effective in advertising?[10:00] The connections between nostalgia, likeability, and memorability 







To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.