Marketing Cluster Seminar: Professor Scott Koslow
Research on advertising competitive interference primarily draws from the 1980s and 1990s when the 30 second forced-exposure tradition was common and test advertisements were fairly rudimentary. This research shows that use of eye tracking and highly creative advertisements can refine—and even reverse—many of the presumed effects of interference. When consumers view print advertising in a more natural situation, eye tracking measured exposure times are much briefer than the early forced-exposure times. However, advertisements for a leading brand tends to be looked at more providing some natural advantages over minor brands. Furthermore, when the target ad follows an interference ad, interference can help major brands because consumers can (and often do) look at their ads for longer, improving memory. Thus, major brands may not have much to fear from some types of interference. However, are there things minor brands can do to compensate their interference problems? Recently, advertising researchers have focused on understanding how highly creative advertising influences consumers. We show that minor brands can use highly creative advertisements to attract enough attention to overcome much of the negative effects of interference, but major brands cannot do the same. Therefore, a major brand should not use highly creative advertising, but a minor brand is greatly benefited by it.
Professor Scott Koslow researches advertising creativity and strategy, and also consumer behaviour and marketing research methods. His research has appeared in premier marketing journals like the Journal of the Academy of Marketing Science (JAMS), Journal of Advertising (JA), Journal of Advertising Research (JAR) and the Journal of Consumer Research (JCR). He serves on the review boards of JAMS and JAR, and has served as special issue editor of JA. Twice he has won JAMS' Best Reviewer Award under two different editors. He has also been the winner, runner up, and nominated for JA's Best Article Award for three different articles.
Scott received his PhD from the University of Southern California and he has taught at the University of Texas, the University of Michigan and most recently at the University of Waikato, New Zealand's number one ranked business school based on PBRF rankings (NZ's version of ERA). He has also been an academic visitor at Imperial College London, New York University, Baruch College of the City University of New York, and Wayne State University in Detroit, Michigan.
Scott also has consulted widely for firms like Toyota, General Motors, Neilsen, K-Mart, and major organisations in the electricity supply industry and food marketing area. Scott has also worked with most of the major advertising agencies brands like: BBDO, BBH, Bates, Bozell, Campbell-Ewald, Carlson, D'Arcy, DDB, DLKW, Doner, Euro RSCG, FCB, Gotham, Grey, Interone, JWT, Leo Burnett, Lowe, M&C Saatchi, McCann, Meridian, Mother, Ogilvy & Mather, Publicis, Saatchi & Saatchi, Wieden+Kennedy, Whybin TBWA, Y&R and others.