Ujwal Kayande PhD joined Melbourne Business School as a Professor of Marketing in 2013 and is the Founding Director of the Centre for Business Analytics. Driving the education and development of top Marketing and Data Scientists at the Melbourne Business School, Ujwal’s graduates are gaining unprecedented corporate recognition. He teaches marketing strategy and analytics on the MBA, Master of Business Analytics and Executive Education programs. He has received numerous accolades for teaching-excellence and his research has been awarded by the American Marketing Association (Lehmann Award), European Marketing Academy (IJRM Best Paper) and the Australia-NZ Marketing Academy (Distinguished Researcher). Ujwal also serves on the Editorial Boards of two of the top four FT50 journals in Marketing – the Journal of Marketing Research and Journal of Marketing. He also sits on the Editorial Board the Journal of Service Research – the world’s top services research journal.
Co-Presenters: Michael Sankey
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.