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Date: oldest first
What is the 'information’ in an ad?
Includes video content
Recommended by Warc editors
Charles Young, Admap, November 2007, Issue 488, pp. 54-56
This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-directed and brand positioning) and aesthetic (subjective, self-referent, emotional, inner-directed and brand image).
This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-directed and brand positioning) and aesthetic (subjective, self-referent, emotional, inner-directed and brand image). Both are involved in brand advertising. News is more than new information; it involves an element of surprise. Surprising information can change one's mental picture of the world, and commands attention. News is important for semantic information, especially important for new products. Originality and fresh creative executions are important for aesthetic information and most important for established brands where news is hard to come by. Experiments suggest that more product imagery is recalled from new-product ads and more non-product, executional imagery from established-brand ads. These features were associated with the peak points of attention, which were much more predictive of attention, branding and recall than the average number of images recalled. Thus, for new brands, product information most drives attention, while for established brands, emotional engagement most drives attention. Another research project found that the most effective new-product ads spent more time showing the product, but without trading off attention for motivation. In discussing advertising content it is important to think more deeply about information: we need both words and pictures, which have different functions.
Learning more about planning for marketing efficiency
Includes video content
Recommended by Warc editors
Alan Smith, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions.
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The second part of the paper outlines a proposal which develops this idea. It proposes a major programme of further analyses of the existing databases in the hands of the major syndicated research services such as purchase panels, shop audits and ad awareness studies. Key aspects and benefits of the proposal are identified. A high level of cooperative effort would be required, involving advertisers, advertising agencies and the research companies. Media owners would also want to be closely involved, but in a different manner because they are not directly involved in the purchase and interpretation of the data to be used. We are on the threshold of being able to build a much improved starter kit of market planning knowledge, with the potential for delivering a greatly improved marketing ROI. The question is no longer how to improve marketing efficiency, but when?
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