230. IJRM. Designing Ad Content in a Differentiated Market.
September 1, 2022
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Marketers know that consumers use attribute information to help them make their purchasing decision, but a lot of advertising doesn’t include this information. Are these marketers making a mistake or are they winning market share … by sharing less?
Today we’re speaking with Professor David Soberman about how the model he and his colleague, Professor Yi Xiang, developed can help marketers to better understand how to make decisions about whether or not to include product attribute information in their advertising.
Topics include:
Why a less differentiated market sometimes leads to an increase in content rich advertising.
How uninformative advertising can be used to create ‘artificial’ differentiation.
Why the insights from this research might be even more relevant for high involvement products.
Click here for the research article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM's target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
David Soberman is a Professor of Marketing and the Canadian National Chair of Strategic Marketing. Professor Soberman was previously at INSEAD and joined the Rotman School in 2008. He is a licensed Professional Engineer (Ontario), holds a Ph.D. (Management) from the University of Toronto and an MBA and a B.Sc. in Chemical Engineering from Queen’s University in Kingston.
Yi Xiang is Professor of Marketing at CEIBS. Prior to joining CEIBS, he served as an Assistant Professor of Marketing at Hong Kong University of Science and Technology. Professor Xiang graduated from Tsinghua University with a Bachelor’s degree in Materials Science & Engineering. Then he received his Master and Doctoral degrees in Management from INSEAD.
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International Journal of Research in Marketing
David Soberman