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Marketing Masterclass Lecture series - The Hidden Power of Advertising overview
Cogent's Marketing Masterclass series in association with Birmingham Business School is now well underway. Lectures on Non Traditional Media and TV Advertising have already taken place and have been well received by both industry and academics.
The last lecture, on the 29th June, was given by Dr Robert Heath, a Lecturer at Bath University School of Management and a past Visiting Professor at Copenhagen Business School. He started his career in marketing with Unilever, and then moved into advertising where he spent 20 years as an account planner. In 1998 he became interested in advertising processing at low attention levels, and in the last twelve years has published numerous papers and articles and lectured in over 20 countries around the world. His monograph ‘The Hidden Power of Advertising’ has been translated into 4 languages and is on its 8th UK reprint.
Dr Heath focussed on the way in which emotion in advertising is processed, and how this enables advertising to influence us even when we pay little attention to it.
Amongst other things he showed that it is the ‘creative’ emotional content in advertising, not the message, which builds strong brand relationships, and also that creativity makes TV advertising more effective by reducing attention and inhibiting counter-argument against the message.
Some of the feedback we’ve had from the lectures so far:
“These events truly provide a fantastic opportunity to widen your network, step away from the pressures of the office and discuss industry trends and challenges with likeminded marketers from across the region. Robert’s lecture challenged traditional thinking about the way consumers interact with and process brand communication. I’m sure that many of us left with key insights that can be applied to our own business or study.”
“I thoroughly enjoyed the evening. For me personally, I really value the masterclass opportunity as it is a few years since my Business Degree and my CIM qualifications but I just haven’t got time to study for an MBA so feel a bit lost & un-nurtured intellectually. It was also a great opportunity to network.”
The next lecture will take place in the new Academic term, on the 20th October at Birmingham Business School. It will focus on the internet and will be given from Guy Phillipson and Keiron West from the Internet Advertising Bureau.
Guy and Kieron are leaders in their field and and will provide a status update on online and mobile advertising. Who is engaging with it, what is being spent, what the trends are and how advertisers can make the very most of it.
If you would like to book your own place at our October event or nominate other high flying members of your team then please click here.