22 Dec 2022

Advertisements with John Williams

From Nights, 9:17 pm on 22 December 2022

This audio is not downloadable due to copyright restrictions.

When it comes to product advertisements, consumers like a bit of mystery. A University of Otago-led study, in partnership with researchers from the Ehrenberg-Bass Institute for Marketing Science, in Australia, has found television advertisements are more successful if they show the product first and the brand later. Lead author Dr. John Williams, of the Department of Marketing, chats with Karyn.