Introduction to Cognitive Biases in Advertising Konstantin Lebedev introduces himself and the company, emphasizing their focus on brand health research and advertising effectiveness. He highlights his interest in cognitive biases affecting decision-making both for consumers and researchers. The presentation will explore these biases using examples from advertising campaign evaluations.
The Legacy of Rosser Reeves Rosser Reeves, a renowned American copywriter born in 1910, is known for creating the M&M's slogan 'Melts in your mouth, not in your hands.' His concept of Unique Selling Proposition (USP) revolutionized advertising. However, his method of evaluating ad effectiveness by comparing brand metrics among those who saw an ad versus those who didn't has been criticized for confusing cause with effect.
Critique of Reeves' Methodology 'Reeves' approach was flawed because it assumed that seeing an advertisement directly influenced consumer perception without considering pre-existing brand affinity,' says Jenny Romaniuk’s study at Ehrenberg-Bass Institute which found higher recall rates among existing customers regardless of actual exposure to ads.