Is advertising more science or art?

From behavioural economics, neuro-marketing techniques and university research such as the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science’s science of making ads – and the promise of making ads better - is very much in vogue, especially with marketers.

News 10 years ago Unknown author

If advertising is a battle between the right and left sides of the brain, it seems the right, rational side is the one currently under the spotlight. With the need for all parts of the marketing equation to be measured, categorised and proven, it seems the profession once ruled by intuition and gut feeling, is increasingly governed by hard facts and a focus on ROI. And nothing gives a more solid backing than science.

Marketing science isn’t anything new, but it is certainly gaining traction. From behavioural economics, neuro-marketing techniques and university research such as the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science’s science of making ads – and the promise of making ads better - is very much in vogue, especially with marketers.

Read the full article at AdNews.