We debunk myths about burst advertising, branding, and customer retention with Dr Margaret Faulkner, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science at the business school, in the University of South Australia. Margaret’s primary areas of expertise and research are in measuring consumer-based brand equity and advertising effectiveness, with a focus on tracking brand health and the effectiveness of marketing efforts. Her research in the not-for-profit sector shows the importance of the laws of growth for all brands.

Margaret has worked extensively with the Institute’s international clients on a range of projects in both established and emerging markets. Projects include examining the usability of distinctive assets for global brands and helping organizations to take a strategic marketing approach. She is an experienced and engaging presenter.

Margaret’s research has been published in the International Journal of Market Research, Technological Forecasting & Social Change, Nonprofit & Voluntary Sector Quarterly and the Journal of Product & Brand Management.

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George:   Is it really cheaper to keep an existing donor rather than get a new one? Today on the podcast we are exploring a lot of the myths around marketing in the nonprofit sector. This is Using The Whole Whale, stories of data and technology in the social impact world. My name is George Weiner, your host and the Chief Whaler of WholeWhale.com.