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'Behavioural Science to Solve Advertising Challenges'

Next Online Course:

Dates TBA

Richard Shotton and Milla McPhee

Before you can influence decisions, you need to understand what drives them. This course investigates how consumer behaviour is shaped by psychological shortcuts.

This interactive course will give you an overview of the findings from behavioural science that have the greatest relevance to planning. It covers both the latest findings from the topic but also lesser known classic experiments.

The findings can be applied to all areas of advertising: from creative to media, from pricing to strategy. Each will give you a competitive edge.

The insights from behavioural science will be organised into a simple framework so that you can apply them to the challenges you face.

What will you learn?
  • A thorough understanding of the most relevant behavioural biases

  • The advertising application of behavioural science

  • A framework to help you apply the insights to your own challenges

  • A new approach to research that doesn’t just rely on consumer claims

  • Guidance on how to run experiments that quickly and cost-effectively test your insights

  • What is behavioural science?

  • Why is it so relevant to advertising?

  • Practical applications of behavioural science

  • An overview of the most relevant biases: the pratfall effect, social proof, price relativity, scarcity, anchoring and many others

  • Addressing the objections to behavioural science

  • How to run robust experiments

  • Harnessing a simple framework to make applying the ideas as easy as possible

Course Details
What are the dates?

Dates TBA

What are the hours?

Times TBA

Please note, the sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.

What is the cost?

£625+VAT (APG Membership required)

Course Enquiries
If you are interested in attending a Training Course, please e-mail Alison Trotter at
What will you learn?
Course Details
Course Programme
Course Enquiries
Course Tutors
Richard Shotton

Richard Shotton

Author of 'The Choice Factory' Richard is interested in how social psychology and behavioural science can be applied to advertising to make it more effective. He regularly writes for publications such as AdMap, Campaign, The Drum, and Marketing Week. His first book, The Choice Factory, on how findings from behavioural science can be applied to advertising, was published in February 2018 and his follow-up book The Illusion of Choice, will be available in March 2023.

Milla McPhee

Milla McPhee

Milla believes behavioural science can be a tool to make marketing efforts not only more impactful, but more interesting. Milla began her career in academia, researching and teaching the practical applications of behavioural science to the discipline of Marketing. More recently, she's worked as a planner at Droga5 New York, adam&eveDDB London, then Head of Creative Strategy at Amazon. She's now Managing Director of Strategy at Accenture Song Sydney.

Course Tutors
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APG Training Course Cancellation Policy
  • Should you cancel your booking for an APG training course, the following cancellation policy will apply: For a cancellation made more than 30 calendar days in advance of the training course, a full rebate will be applied. For a cancellation more than ten calendar days in advance of the training course, a rebate of 50% will be applied. For a cancellation less than ten days in advance of the training course no rebate will be applied.

  • Training sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.

  • On occasion we may need to re-schedule training sessions - we reserve the right to do this at any time although we will aim to give you as much notice as possible.

  • Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.


Brilliantly structured, bite size, clear intro and recaps great. Very engaging, great ebb and flow as well.

- CEO, Creative Agency

I loved the course, Richard presents something complicated in a calm, considered way.

- Director, Advertising Agency

Insightful and learned implementable techniques.

- CBO, Digital Service

It was a great overview and enjoyable. Richard is a warm and engaging speaker.

- Strategy Director, Communications Agency

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