Michael Sankey PhD, joined the Forethought graduate program in 2011 as a 26yo, and has rapidly become a thought leader in Brand and Advertising Effectiveness research. In January 2018, he completed a 4-year rotation at Forethought USA. Whilst there, he partnered clients such as Hershey’s, JetBlue and the largest full-service restaurant chain globally, DineEquity’s Applebees and IHOP. In 2017, Michael had papers published in WARC’s ADMAP (Sept & Nov 17, Mar 18) and presented at the Advertising Research Foundation’s conferences Audience Measurement in New York and Science Meets Creative conference in Los Angeles; and at MRMW in Chicago.Michael led the Forethought research design team to investigate and apply the work of Gary Lilien, John Roberts and Ujwal Kayande on message congruence, Plausibility™. In a rare treat for a young marketing scientist, Michael presented this design to an audience including marketing science’s global doyenne Professor Lilien.
Co-Presenters: Ujwal Kayande
Can a brand make itself sound too good in their advertising? We all know there have been outrageous claims in advertising, but can a combination of messages have the same effect? Consider the possibility of two claims, seemingly innocuous on their own, but when presented together begin to sound too good to be true. Take for example, car advertising. In an attempt to cover all bases, a notable motorcar company claimed to have a car that was both powerful and fuel efficient. Perhaps not unexpectedly, consumers found this hard to believe – regardless of whether the product delivered these attributes or not. Our presenters will share an array of real-world examples by brands, global and local, which demonstrate implausible messaging that triggers the audiences’ cynicism filter and in contrast, effective advertising with plausible messaging the drives choice.