'Make them laugh, Make them cry, Make them watch' »
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| Speaker | Robert Aitken, Otago University |
 Paraphrasing Charles Dickens' famous dictum this presentation looks at the results of Robert's recent research into how consumers respond to television advertising. The research categorises advertisements according to these consumer responses and provides a number of interesting insights into what makes an effective ad. The presentation will begin by critiquing existing theories of advertising effectiveness and then introduce a more integrated and consumer centred theory of how people make sense of advertising. Robert joined Otago University to teach advertising, communications and media-related marketing issues. Previously lecturing in Media and Cultural studies in the UK Robert also created and directed an independent production company and is still keen to develop new programme ideas for broadcast television. Robert's philosophy is that in all marketing, as in all relationships, it is essential to treat people fairly and equitably. When not at University Robert likes to play five-a-side football (soccer), drink guinness, listen to Van Morrison, and stalk trout in the rivers and streams of Otago. Come along, and be prepared to learn what consumers really want to see when they see your advertisement.... | |