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Nature imagery in advertising: attention restoration and memory effects
Patrick Hartmann, Vanessa Apaolaza and Patxi Alija, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 183-210
Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects.
Environmental psychology postulates that interacting with nature has inherently positive emotional, cognitive and physiological effects. Based on Attention Restoration Theory and related research, this paper presents a theoretical framework hypothesising that nature imagery presented in an advertisement enhances cognitive advertising message elaboration and memory. Three experimental studies, including an eye-tracking experiment, which successively addressed emotional, information processing and memory effects of exposure to nature imagery in advertising, provided evidence supporting postulated effects. Findings confirmed the hypothesis that advertisements featuring visual representations of pleasant nature scenes can evoke very similar emotional responses to those experienced in pleasant natural environments, which constitutes a necessary condition for the suggested cognitive effects. As hypothesised, advertising messages of advertisements featuring pleasant nature imagery achieved higher memory scores in both unaided recall and recognition compared to identical advertisements displaying a variety of other attractive pictures.
TV scheduling in context
John Clifton and Charles Young, Admap, May 2013, pp. 40-41
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance.
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance. To determine this, Turner Networks, the cable television owner, commissioned a large-scale study of 10,000 consumers' in-depth responses to over two dozen commercials. The research found that one of the ways contextual programming can work is by priming the audience to be more receptive to an advertising message, which can turbocharge commercial breakthrough power. Another dimension that determines in-market ad effectiveness is motivation, which is improved by the congruence between the programme content and the commercial execution. Congruence can occur in four areas: a sense of place and the semantic, episodic and procedural memory systems. Examples of how these principles can be applied to TV scheduling are included.
Researching implicit memory: Deep dive through trance
Lisa Morgan, Admap, May 2013, pp. 36-37
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices.
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices. A dual-method research project that involved trance and standard qualitative interviewing revealed the sub-conscious influences on supermarket shopping. For example, in-store discount messaging resonated with consumers, as did additional sensory factors such as smell, taste and touch. The research also showed the significance of strong first impressions that can lure customers away from familiar brands in favour of new ones. By contrast, brand advertising messages rarely feature in trance interviews; possible reasons for this are discussed.
Four marketing tips for OTC pharma brands in Asia
Low Lai Chow, Event Reports, OTC Pharma Asia Conference, March 2013
Despite the regulatory issues and unique purchase occasions applicable to most brands, the over-the-counter (OTC) pharmaceutical sector is not as different to other consumer-facing industries as is frequently assumed.
Despite the regulatory issues and unique purchase occasions applicable to most brands, the over-the-counter (OTC) pharmaceutical sector is not as different to other consumer-facing industries as is frequently assumed. In this article, Dr Sebastien Boisseau, regional strategic planning director, Asia Pacific at Ogilvy Health, the agency, assesses what OTC brands have in common with other FMCG products, and the digital marketing strategies they can use to reach consumers.
Fun, fast and easy: Research's war on rationality
Tom Ewing, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions.
This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions. The author looks at the implications for market research, with particular reference to Asian markets. The paper explores what System 1 thinking (fast and largely intuitive) and System 2 thinking (slower and more effortful) mean for research. The study concludes that there is a need for research tools which more explicitly take into account the ways System 1 leads decision making. It also explores the business case for this, with examples of how using research to understand System 1 decisions has led to more accurate research as well as business advantage.
Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia
Alastair Gordon, Joe Wheller, Vuong Manh Giang and Winnie Yeung, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses.
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses. The research relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide insights into how Asians are reacting to current TV advertising.
Is customer loyalty irrational?
Rory Sutherland, Market Leader, Quarter 2, 2013, pp. 58-58
Customer loyalty to particular brands is often viewed as irrational, but Rory Sutherland sees this as a dangerous view in marketing, as it seems to suggest that to make decisions based on emotional reasons are 'wrong'.
Customer loyalty to particular brands is often viewed as irrational, but Rory Sutherland sees this as a dangerous view in marketing, as it seems to suggest that to make decisions based on emotional reasons are 'wrong'. But economic rationality is not the only reason to make decisions and emotions have in fact contributed to our success as an economic, social species. By paying more to buy from people with known identities and reputations (and by buying repeatedly when satisfied) and by defecting and punishing (through reputational damage) when not satisfied, we have created a feedback mechanism without which markets cannot work over time. For this feedback mechanism to work, you need suppliers with known, stable identities, whose reputations are disproportionately rewarded or punished over time, depending on how their promises are kept.
Consumer Neuroscience: Application to ad effectiveness
Thom Noble, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation.
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation. Such an approach is necessary, given the importance of the subconscious in consumer decision-making. The presentation discusses the benefits of neuro ad-testing, research methods including EEG, implicit testing and eye-tracking, and suggested applications to advertising. Case studies mentioned in the presentation include projects for Fiat and FOX Sport. The presentation concludes with examples of how neuro-marketing can track ad resonance with key brand attributes - and advice on how to get the most from neuro techniques.
Face Value: Measuring emotions without the guesswork
Graham Page, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion.
This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion. By using automated coding of respondents' facial expressions, marketers can read their emotional responses and understand the real emotional power of television spots. These facial measures have been shown to relate to in-market performance.
Neuroscience in practice: The definitive guide for marketers
Thom Noble, Admap, March 2013, pp. 28-45
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response.
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response. These range from highly technical brain-imaging applications such as fMRI to those that measure changes in physiology in other parts of the body. The piece also looks at techniques that measure implicit response via psychological association and behavioural tests. The article groups the different techniques into three main approaches: NeuroMetric (Brain or Neural response), BioMetric (Biological or Physiological response) and PsychoMetric (Psychological or Implicit response). The author describes the techniques, looks at their pros and cons, their usage and the costs involved.
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