Brett Martin
(Episode 356; 14 minutes 47) Marketers might be wasting money if they don’t understand the outlook of their prospective customers. Professor Brett Martin, from Queensland University of Technology’s School of Advertising, Marketing & Public Relations, says people respond differently to messages depending on whether they are future-oriented planners or those people who live in the moment and think short-term.
He published the results of a study of 882 consumers in a recent edition of the Journal of Advertising. Hear the outcomes of the research in this edition of BTalk Australia.
Does your company consider these differences in its marketing activity? Leave your comments in the Talkback section at the end of this post.
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