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67: From the Smurfs to the Olympics to neuroscience, Horst Stipp has seen (and researched) it all

Horst Stipp on Marketing Today

In this week’s episode of “Marketing Today,” Alan talks with Horst Stipp. Presently, Stipp is the Executive Vice President of Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation (ARF). Prior to his time at ARF, Stipp enjoyed a 40-year career in consumer research for NBC, where his insatiable curiosity found him doing everything from finding ways to optimize the Smurfs to helping the network understand the broad appeal of the Olympics.

His years of experience have helped Stipp glean many insights from today’s fragmented media landscape, not the least of which is particularly pertinent in the way consumers today enjoy entertainment programming: “On the one hand, it makes it harder to reach a mass audience. But on the other hand, it also makes it easier to target specific audiences because now there are programs directed at smaller segments of the audience, and they can be targeted better.”

Highlights from this week’s “Marketing Today” podcast include:

  • Stipp discusses his 40+ years at NBC. (1:45)
  • Stipp explains the ABC’s of the ARF. (3:30)
  • Stipp’s take on the ever-evolving (and increasingly fragmented) media landscape. (5:22)
  • The art and science of media measurement. (11:21)
  • “Narrow targeting on the cheap won’t grow your brand.” (15:54)
  • Everything old is new again. (19:48)
  • Neuroscience in the marketing world: Deep insights, without filters, into the way consumers really feel. (21:30)