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The Marketing Architects

The Marketing Architects

著者： Marketing Architects
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 Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.Marketing Architects マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • Nerd Alert: The Cost of Going Dark

    Nerd Alert: The Cost of Going Dark
    2025/07/03
    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 reveal the true cost of turning off advertising spend. They explore research across 365 US brands showing market share declines by 10% after one year, 20% after two years, and 30% after four years of going dark.

    Topics covered:
    • [01:00] "When Brands Go Dark: A Replication and Extension"
    • [02:00] Market share drops 10% after one year of going dark
    • [04:00] Brand size and trajectory predict decline severity
    • [05:00] Low frequency categories suffer most without advertising
    • [06:00] Light buyers are first to forget your brand
    • [07:00] Mental availability matters more than shelf availability








    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: A replication and extension. Journal of Advertising Research, 63(2), 172–184. https://doi.org/10.2501/JAR-2023-009


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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    10 分
  • Nerd Alert: Why Animals Work in Ads

    Nerd Alert: Why Animals Work in Ads
    2025/06/26
    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 animal images consistently create more favorable attitudes toward ads and brands than human models. They reveal how biophilia, pet love, and trust drive effectiveness. Plus learn when using animals can backfire.

    Topics covered:
    • [01:00] "Effectiveness of Animal Images and Advertising"
    • [02:00] Biophilia drives receptiveness to animal ads
    • [03:00] Pet lovers smile more at animal advertisements
    • [04:00] Baby animals trigger caretaking reflexes
    • [06:00] Animals project trustworthiness onto brands
    • [08:00] When animals backfire as consumer stand-ins




    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


    Resources:
    Keller, B., & Gierl, H. (2020).Effectiveness of animal images in advertising. Marketing ZFP–Journal of Research and Management, 42(1), 3–32. https://doi.org/10.15358/0344-1369-2020-1-3


    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
    続きを読む 一部表示
    11 分

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