The Future of Marketing: M.A.D.E.S and R.A.V.E.S.

News Snippets4Thorin McGee, Editor-in-Chief of Target Marketing sits down with Professor of Marketing at the Wharton School & WFoA Academic Director Jerry Wind in the latest installment of TM TV to discuss the forthcoming book “Beyond Advertising: Creating Value Through All Customer Touchpoints.” Authored by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network, the book is the culmination of findings from the Advertising 2020 research project. Citing the book’s findings, Jerry emphasizes that in order for a message to be effective, the delivery should be “beyond advertising,” meaning delivered through all touchpoints — including product design, package design, store design, store experience, and employee interaction. Furthermore, the message itself should be R.A.V.E.S. (relevant and respectful, actionable, valuable and value-generating, with an exceptional experience and a shareworthy story) and the delivery should be M.A.D.E.S (multisensory experiences, audience-focused messages, strategic delivery, attention to the environment, and synergy with all touchpoints). Stay tuned for two more installments coming in the next month. Full Interview.

Part 2: Why Your CMO Isn’t Enough.

New Year’s Resolutions For The Cannes Lions

In preparation for the 2016 Cannes Lions International Festival of Creativity, Forbes contributor MaryLee Sachs suggests 10 “new years resolutions” for the organizers and delegates to make the most of this year’s event. Sachs highlights Professor of Marketing at the Wharton School & WFoA Academic Director Jerry Wind at resolution #5, “crystal ball,” for his presentation on IBM’s Watson and the future of advertising that showcased “futuristic developments that stretch the mind.” Full article.

Click Here: How Advertisers Can Beat Ad Blockers

Prompted by the news that Yahoo has taken to blocking ad blockers, Professor of Marketing at the Wharton School & WFoA Academic Director Jerry Wind and WFoA Editorial Manager Alexa de los Reyes have articulated their solution to beating ad blockers in an article recently published in Knowledge@Wharton. Wind and de los Reyes tell publishers, “Don’t fight back. Instead, listen to what people want and give them something of  value.” Challenging the old mental model of advertising, which assumes “us against them” and that ads are “unwanted” and “something to be suffered through,” they argue that the best way to stop ad blocking is to create ads that delight. The way to do this, according to insights from WFoA’s Advertising 2020 project, is to make advertising that is R.A.V.E.S. — relevant and respectful, actionable, valuable and value-generating, with an exceptional experience and a shareworthy story.  Full article.