Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.

Topics covered:   

• [01:00] "The Power of Effect: Predicting Intention"
• [02:00] Rational vs. emotional decision-making
• [03:00] The AdSAM non-verbal research tool
• [05:00] Where emotion dominates across product categories
• [06:45] The one category where logic outperforms emotion
• [09:30] Creating ads that evoke the right feelings 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention.Journal of Advertising Research, 42(3), 7-17. 
 

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CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?

This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either brand or performance marketing, but as a powerful complement to linear TV.

Topics covered: 

• [01:00] CTV usage and ad spend projections through 2026
• [03:30] Current marketing sentiment around CTV advertising
• [06:00] Defining CTV, OTT, and streaming terminology
• [09:00] Is CTV delivering on its ROI promises?
• [11:00] CTV's role in both brand and performance marketing
• [18:00] Why CTV advertising has high CPMs and hidden costs
• [21:00] CTV measurement challenges and solutions
• [27:00] How fragmentation impacts advertisers and viewers
• [29:30] Emerging CTV trends like shoppable and interactive ads 

 





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Resources: 
2025 eMarketer Article: https://www.emarketer.com/content/5-things-know-about-ctv-advertising-platforms
2025 Ad Exchanger Article: https://www.adexchanger.com/tv/buyers-say-ctvs-transparency-problem-remains-a-roadblock-to-investment/
 


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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how humor in advertising drives stronger brand recall and sales despite its 37% decline over the past two decades. They reveal why creating memorable, relatable comedy leads to measurable business results.

Topics covered:   

• [01:00] "What's Working in Humorous Advertising"
• [02:30] The decline of humor in modern advertising
• [03:45] Data proving funny ads outperform competitors
• [05:10] How humor magnifies brand memories
• [06:05] Why humor drives brand fame
• [07:20] Balancing humor with brand connection 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
WARC. (2025). What’s Working in Humorous Advertising. WARC Strategy. Retrieved from WARC. 
 

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Only 90% of marketers see an ROI boost when they add brand building to performance marketing. Yet American marketers still struggle to prioritize effectiveness over efficiency, with many optimizing for lower costs rather than long-term business growth.

This week, Elena and Rob are joined by Lexi Wolf, Head of Advisory at WARC North America, to explore how marketing effectiveness is gaining momentum in the U.S. Lexi breaks down key findings from WARC's groundbreaking "Multiplier Effect" research, revealing why brand and performance marketing aren't opposing forces but rather complementary strategies that multiply each other's impact. Plus, learn how top marketers create creative platforms that drive both long-term equity and immediate sales.

Topics covered: 

• [01:00] The state of marketing effectiveness in the U.S. versus other regions
• [05:30] Why marketers struggle with marketing marketing itself
• [10:30] How effectiveness principles should be directional, not prescriptive
• [17:00] The "advertising doom loop" and how to escape it
• [20:00] Why strong brands make your entire marketing funnel more efficient
• [24:00] Creating creative platforms that work for both brand and performance
• [32:00] Resources for marketers new to effectiveness principles 

 






To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 WARC Report: https://www.warc.com/newsandopinion/opinion/in-the-us-its-time-to-talk-about-marketing-effectiveness/en-gb/6132
The Multiplier Effect Report: https://page.warc.com/the-multiplier-effect-report
 

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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob uncover what design elements actually drive direct mail success. They explore research showing that opening and keeping mail require different strategies, with personalization playing a critical role in campaign effectiveness.

Topics covered: 

• [01:00] "The Effects of Mailing Design Characteristics on Direct Mail Campaign Performance"
• [02:45] The impact of extreme personalization
• [03:40] Why opening rates don't correlate with keeping rates
• [05:10] Design elements that increase open rates
• [06:00] Features that make people keep mail instead of tossing it
• [07:30] Finding the balance between brand building and direct response 

 





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Resources: 
Feld, S., Frenzen, H., Krafft, M., Peters, K., & Verhoef, P. C. (2013). The effects of mailing design characteristics on direct mail campaign performance.International Journal of Research in Marketing, 30(2), 143-159. https://doi.org/10.1016/j.ijresmar.2012.07.003 
 

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AI video tools have created lifelike Coca-Cola trucks, festive scenes, and even Angela's face in today's episode. These jaw-dropping demonstrations highlight how rapidly AI video has evolved and the debate this technology is creating.

This week, Elena and Rob are joined by Seth Woodall, Director of AI Visual Arts at Misfits & Machines and creator of the viral "Pepperoni Hug Spot" commercial. Together, they explore the state of AI video creation, misconceptions about the technology, and what's next for marketers looking to incorporate these tools. Plus, discover why AI-powered creative techniques will become standard production methods and indistinguishable from traditionally created work.

Topics covered: 

• [01:00] The controversy behind Coca-Cola's AI holiday commercial
• [07:00] How Seth created the viral "Pepperoni Hug Spot" AI commercial
• [15:45] Why AI video expertise is hard to find in traditional agencies
• [18:00] Predictions for AI video quality improvements
• [21:30] AI tools like Comfy UI, Flux and LoRAs
• [26:00] Common misconceptions about how AI video is created
• [29:30] The democratization of high-quality video creation 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
NBC News 2024 Article: https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665
Pepperoni Hug Spot Commercial: https://www.youtube.com/watch?v=qSewd6Iaj6I
 

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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how the Dirichlet model challenges common beliefs about brand loyalty. They reveal why most consumers aren't deeply loyal to specific brands and why reaching new customers matters more than increasing loyalty.

Topics covered: 

• [01:00] "The Dirichlet: A Comprehensive Model of Buying Behavior"
• [02:00] What products do we buy without brand loyalty?
• [03:45] How brand share predicts buying behavior
• [04:30] Why acquisition drives loyalty, not vice versa
• [05:00] Most buyers are light buyers who purchase infrequently
• [06:00] The shocking truth about Coca-Cola's customer base 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources: 
Goodhardt, G. J., Ehrenberg, A. S. C., & Chatfield, C. (1984). The Dirichlet: A comprehensive model of buying behaviour.Journal of the Royal Statistical Society: Series A (General), 147(5), 621–655. 


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In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.

This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden pockets), revealing key insights about broad audience targeting, distinctive brand assets, and why every department contributes to marketing success.

Topics covered: 

• [01:00] What defines a challenger brand
• [04:45] Why marketing should connect to every business function
• [09:00] The consumer insight that created the HurryCane
• [14:00] The importance of brand fame and broad mental availability
• [16:00] Finding and targeting the right audience for Stuffies
• [22:00] The power of "smashable branding" and distinctive assets 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
The Challenger Project Article: https://thechallengerproject.com/blog/2019/peter-field-on-challenger-brands?utm_source=chatgpt.com
 

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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.

Topics covered:   

• [01:00] "The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era"
• [03:00] The performance plateau problem
• [04:00] Revenue ROI declines 40% when brand building stops
• [05:00] Brand and performance integration increases ROI by 25-100%
• [06:00] The best brands allocate 40-60% to brand building
• [06:45] Paid search is over-credited by 190% in conversions 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
WARC, Analytic Partners, BERA.ai, Prophet, & System1. (2025). The Multiplier Effect: A CMO’s Guide to Brand Building in the Performance Era. WARC. 
 

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Stories capture human attention like nothing else. The best advertising doesn't just explain features, it creates emotional connections that make your message stick. When brands tell compelling stories, they're perceived as more trustworthy than those relying on straightforward product messaging.

Elena, Angela, and Rob explore the science behind storytelling in marketing, from neurological engagement to the Hero's Journey framework. They discuss balancing emotional narratives with practical information in TV ads and share standout examples from Progressive's "Parentamorphosis" campaign to P&G's emotional "Thank You, Mom" ads shared during the Olympics.

Topics covered: 

• [03:00] Research supporting storytelling in advertising
• [05:00] Why humans naturally gravitate toward stories
• [07:00] Understanding the Hero's Journey framework
• [10:00] Balancing emotion with practical information in TV ads
• [15:00] Examples of effective storytelling in advertising
• [21:00] Testing your knowledge of iconic story plots 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
Visual Storytelling in Advertising Study: https://www.arcjournals.org/pdfs/ijhsse/v7-i10/15.pdf?utm_source=chatgpt.com
The Role of Storytelling in Advertising Study: https://www.researchgate.net/publication/338558049_The_role_of_storytelling_in_advertising_Consumer_emotion_narrative_engagement_level_and_word-of-mouth_intention
The Influence of Storytelling on The Consumer–Brand Relationship Experience Study: https://link.springer.com/article/10.1057/s41270-021-00149-0?utm_source=chatgpt.com
 

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