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Advertising is often described as a “dark art”, shrouded in myths of manipulation and mendacity.

But when you allow the science of marketing to shine a little light on the subject, things don’t seem quite so dark after all.

So if it isn’t all witchcraft, what are the advertising secrets that really drive consumer behaviour and build stronger brands?

On Friday the 13th, join Professor Rachel Kennedy of the Ehrenberg-Bass Institute for a myth-busting Q&A. We’ll explore the facts behind the fables and share the marketing fundamentals that prove advertising is no dark art at all.