Episode 78

Marketing as a Science with Professor Byron Sharp

Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?

This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.

Topics Covered

• [03:00] The problem with marketing effectiveness metrics

• [07:30] How Brands Grow and its impact on marketing

• [11:30] Why luxury brands follow the same rules as mass-market brands

• [16:00] The current state of marketing research

• [22:00] American marketing's reputation for insularity

• [25:30] The future of TV advertising and streaming

• [28:00] Mental vs physical availability in marketing

Resources:

How Brands Grow by Byron Sharp

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