Swinging the Media Pendulum Back to Neutral:
The Underestimation of TV, the Overselling of Digital, and the Way Forward in 2017
thinktv welcomed renowned Marketing Professor Mark Ritson to FFWD Ad Week in Toronto this January. In this applied and entertaining (and occasionally profane) presentation, Ritson reviews the current messy debates around media allocation and explores the real story of advertising effectiveness.
For more thought-provoking information, see Target the (Whole) Market.
About Mark Ritson:
Mark Ritson is a Branding Professor, Marketing Consultant, and writer. Known for his wit and take-no-prisoners approach, Ritson is a globally renown expert in – and commentator on – Marketing and the Media Landscape.
Currently the Adjunct Professor of Marketing at Melbourne Business School and a Visiting Professor at Singapore Management University, Ritson has been a faculty member at some of the world’s leading business schools including the London Business School, MIT Sloan, and the University of Minnesota.
An avid writer on branding, Mark has a weekly column in Marketing Week (UK) and has published articles in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research.