News & Events

Dr Jeff Bray, a Senior Lecturer in Marketing and Retail management, appeared on Steve Harris’ Drivetime show on BBC Radio Solent, discussing the marketisation of Christmas and whether the popularity of adverts translates into sales.

Bray suggested advertising is money well spent saying “advertising helps to build retailers brand value and it subtly influences our purchase decisions”.

“Talkability is the important thing… Spending a lot on a creating a decent advert means businesses don’t have to spend that much showing it” said Bray, suggesting that YouTube and other online video outlets are the perfect place to watch a good advert.

Although he went on to suggest that advertising is hard to quantify as it is “difficult to know what is having influence on the customer”.