© Evanston Photographic Research: Professor Angela Lee,
Marketing is critical to make advertising dollars deliver best
return, says Kellogg School marketing scholar morning we wake to
our favorite music blaring from the alarm clock and grab a cup
of coffee. At lunch we search the crowd for friendly faces to
chat with while we enjoy a type of sandwich we've eaten many
times before, perhaps since childhood. And after a long day, we
turn in on worn sheets that feel deliciously comfortable after
dozens of washings. are creatures of habit who delight in the
familiar. And, truth be told, many of us are a little bit lazy.
human behavior, says Kellogg School Marketing Professor Lee,
determines whether advertising messages hit or miss their
intended targets. one ever decides to develop a $500,000
advertising campaign to show it only once," Lee says. "Besides
cost effectiveness, there's a good reason: The more we are
exposed to things, the more we choose them." why, according to
Professor Lee, who studies human informa