Advertising and marketing are usually considered to be more art than science. Sure, a fair amount of statistical analysis is used to be sure the person who is reading an ad, watching a commercial, or hearing a message is from the target audience, but the message itself is largely a work of art. When marketing and advertising are taught in universities, much of what is taught is anecdotal — what has seemed to work before. But it doesn’t have to be that way, at least not according to James Kowalick and Mario Fantoni, two guys who say they can show you how to use science to design a marketing campaign that costs less while being 10 or more times as effective as doing it the old way.
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