Academics rarely get out much. So it is perhaps no surprise that one of the major conferences for marketing academics, the European Academy for Consumer Research Conference proved so popular.
A few years ago I set off with a bunch of friends to follow England’s cricket tour of Sri Lanka.
On occasions being both a professor of marketing and a consumer puts me in a position of inner turmoil.
From time to time I come across polls and surveys revealing the brands that have captured the highest levels of awareness.
Possibly the three most famous letters in advertising, the USP (Unique Selling Proposition) made great ads and made Rosser Reeves famous. In his book, Reality in Advertising, he laments that the popularity of the USP does not reflect a wide-spread understanding of the term.
