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Myth Busters

Advertising’s effects

by John Philip Jones and Mary Baumgartner Cyrus
Indian Management February 2022

"Busting the following myths:
MYTH 1: Half my advertising is wasted, but I do not know which half
MYTH 2: Clustering television spots in ‘bursts’/ ‘flights’
MYTH 3: The dominance of low-involvement brands
MYTH 4: As a brand grows, its advertising must be increased at the same rate
MYTH 5: Sales promotions have a much stronger effect on sales and profit than advertising does"

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More From The Category

The logic of illogic

Myth Busters

Busting the following myths-

MYTH 1: More data always equals better strategic decision-making.
MYTH 2: AI will make strategic decision making a lot easier. 
MYTH 3: Exceptional strategic ideas impact your brand quickly.
MYTH 4: Strategy has to be logical. 
MYTH 5: Strategy is a lot more important than tactics.
by Brian Sheehan
Indian Management July 2024

Great customer exprience

Myth Busters

Busting the following myths-

MYTH 1: Customer experience is the same as customer service.

MYTH 2: Customer experience is the responsibility of the CX function.

MYTH 3: Customer experience is only relevant for B2C companies.

MYTH 4: Investment in customer experience is an optional extra.

MYTH 5: AI and data are the future of customer experience.
by Alan Williams
Indian Management June 2024
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