Paul Burke, PhD
@drpaulburke
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Marketing Professor ▪ Researching choices to improve our future ▪ #bus #edu #consumer ▪ academic @ University of Technology Sydney (UTS)
Sydney, Australia 🇦🇺
Joined March 2014
They tested two headlines. One word was different. One ran for 40 years. Over a century ago, a copywriter named Maxwell Sackheim was trying to sell a mail-order English course. He tested headline after headline, and most of them flopped. Then he tried: "Do you make these
The best headline ever written wasn't written. In 1958, David Ogilvy won the Rolls-Royce account. Tiny budget. Two ad placements. It had to work. He spent three weeks doing nothing but research. Engineering reports. Technical reviews. Factory specs. Then he found it. Buried in
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Effective copywriting isn’t about clever words. It’s about understanding human emotion. Once you know what drives people, you can write copy that actually moves them to act. Clayton Makepeace broke this down into 16 dominant emotions. Bookmark this and use it as a reference.
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NEW: UTS:ACRI/BIDA Poll 2025 Now in its fifth year, the poll continues to provide a rigorous and comprehensive assessment of Australian public attitudes toward the Australia-PRC relationship. The report by @elenacollinson and @drpaulburke is out now: https://t.co/FXxEnAYM5z
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🧵 The UTS:ACRI/BIDA Poll 2025 is out today, @drpaulburke and my 5th annual deep dive into how Australians view the political, security, economic and societal dimensions of the Australia-China relationship: https://t.co/gRo42R2zdS
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UTS:ACRI/BIDA Poll 2025 by @elenacollinson and @drpaulburke available:
uts.edu.au
By Elena Collinson and Paul F. Burke
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AI in tertiary education: what are your experiences? https://t.co/CSNFAGGVfg
vox.com
AI is creating a cheating utopia. Universities don’t know how to respond.
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ABC Vote Compass data on voters' views on Australia-PRC relations is analysed by @j_laurenceson and discussed in the context of 2024 UTS:ACRI/@BidaUts Poll findings by @elenacollinson and @drpaulburke - via @abcnews
https://t.co/KMGeXE6X1I
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Never underestimate the importance of small steps.
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Remind me to paste this into my next research ethics application: "We believe, however, that given the high societal importance of this topic, it was crucial to conduct a study of this kind, even if it meant disobeying the rules.” https://t.co/AhK2FSty2C
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We often overlook what I call "Technology inequality" in unis: "A concern in universities is AI-mediated assessments: those who can afford advanced, paid-for versions of AI are better positioned to perform well in these, which is patently unfair." https://t.co/5TQfpYiCvn
timeshighereducation.com
If students don’t make the effort to comprehend, synthesise and relate ideas for themselves, they will miss out on meaningful academic growth, says Zahid Naz
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Great simple visuals of powerful marketing concepts we all need to know ...
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Brands are built via: Real connections Consistent values Authentic storytelling Trust gained over time. Here's how Jag-U-R missed the mark ...
Jaguar just made the most expensive mistake of 2024. They spent millions on a rebrand that erased 100 years of heritage. Even Elon Musk publicly mocks them. Here's the fascinating reason behind the rebrand (and why it's driving the internet crazy):
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Marketing isn’t about ads. It never was. Philip Kotler — the father of modern marketing, said it best: “Marketing is human behavior at scale.” Here’s what 99% of people misunderstand about marketing: 🧵
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Interesting data showing Instagram's growth to become Meta's dominant revenue source of ad revenue c/o @UofDigital & @eMarketer.
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Buzz! Buzz! Buzz! Our article on bee choice behavior has been listed as a "Top-Viewed Article" in Ecology and Evolution. Read it here https://t.co/h8TX5SapJw
#TopViewedArticle @wileyinresearch @UTSEngage
onlinelibrary.wiley.com
We used artificial flowers to investigate multi-attribute flower choice in wild, free-flying insects.
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A very clever representation categorising client acquisition terms #marketing #customers
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Worried about AI? This may be the read for you...
Why AI Alone Won’t Solve Your Customer Service Challenges Via @cmswire
https://t.co/VDFhEybGNA
#AI #AIInCX #JeffSAIPost
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If you have a lot of books, this might be for you #BookWormLife
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