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Strategies for transformative times
Carol Haney and Mikhel Jäätma, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation compares traditional copy-testing techniques with more innovative methods that measure unconscious triggers such as facial expression and head movement.
This presentation compares traditional copy-testing techniques with more innovative methods that measure unconscious triggers such as facial expression and head movement. A study is outlined that measured respondents level of emotional engagement and likeability in relation to a selection of advertisements for the London 2012 Olympic Games. Traditional testing, and real time emotion coding which rely on biometric analysis were used and results were compared. Conclusions are drawn regarding the benefits of adopting this new approach.
Mythbuster: The relevance of 'relevance'
Les Binet and Sarah Carter, Admap, March 2013, pp. 9-9
Using the example of the 'Dulux dog', this column discusses the importance of relevance in advertising.
Using the example of the 'Dulux dog', this column discusses the importance of relevance in advertising. By looking at the success of campaigns featuring seemingly 'irrelevant' branding devices such as Old English Sheepdogs, Russian meerkats for Comparethemarket.com and roller-skating babies for Evian, this column asks if the importance of relevance is overestimated and if the drive to appear relevant might mean sacrificing more important qualities in an ad, such as being emotional, interesting and distinctive. Binet and Carter explain that a much deeper sense of relevance is required: that the ideas in an advert, while seeming irrelevant to the product being advertised, do need to be relevant to people's lives and generate the relevant emotions.
John Webster: A creative legend's lessons for planners
Sarah Carter, Admap, February 2013, pp. 10-12
John Webster, a creative at ad agency BMP with a high regard for planning, created some of the most iconic and popular ads of the last 40 years.
John Webster, a creative at ad agency BMP with a high regard for planning, created some of the most iconic and popular ads of the last 40 years. In a new book, Sarah Carter looks at Webster's work, including the Smash Martians and Cresta polar bear, and draws out some lessons for planners. These include recognising that people are rarely interested in brands, so their advertising needs to be interesting to hold any attention; to spend more time speaking to non-'adland' friends in order to understand the public consciousness, and to not be afraid of being irrelevant.
How Much Is Too Much? The Collective Impact of Repetition and Position in Multi-Segment Sports Broadcast
Yongick Jeong, Hai Tran and Xinshu Zhao, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 87-101
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.
Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge
Cengiz Yilmaz, E. Eser Telci, Muzaffer Bodur and Tutku Eker Iscioglu, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 889-914
The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements.
The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand attitude, and (3) willingness to purchase is investigated using data collected through a quasi-experimental design. In addition to direct impacts, the moderating role of message processing motivation (involvement) and product category knowledge in the relationships of interest are investigated via multi-group analyses. Findings indicate that the sequence of relationships between source characteristics, attitudinal responses and willingness to purchase may vary substantially across the four conditions characterised by high/low levels of processing motivation and product category knowledge.
How a presenter's perceived attractiveness affects persuasion for attractiveness-unrelated products
Sandra Praxmarer, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 839-865
Contrary to the beauty match-up hypothesis, several studies report positive effects of a presenter's attractiveness for attractiveness-unrelated products.
Contrary to the beauty match-up hypothesis, several studies report positive effects of a presenter's attractiveness for attractiveness-unrelated products. This research demonstrates how, via which paths, the presenter's attractiveness affects persuasion for attractiveness-unrelated products. For a non-celebrity presenter the positive effect of attractiveness on persuasion is mediated by perceived presenter expertise, presenter trustworthiness, and liking of the advertisement. Previous studies could neither support the relevance of these paths unambiguously nor did they test whether or not perceived expertise, trustworthiness, and liking of the ad fully mediate the attractiveness effect. This study also considers receiver and presenter sex and receivers' product involvement. The results indicate that attractiveness affects persuasion positively regardless of whether the presenter and receiver are of the same or the opposite sex and regardless of whether receivers are characterised by low or high product involvement.
Water Cooler Monday: Who Did You Celebrate (or Commiserate) with Yesterday?
The Futures Company, Yankelovich MONITOR Minute, February 2009
The article provides an analysis of the wider marketing lessons that can be drawn from the Super Bowl festivities.
The article provides an analysis of the wider marketing lessons that can be drawn from the Super Bowl festivities. Less than half of Super Bowl viewers - that is to say, 167 million adults - watch the event primarily because of the game itself. Meanwhile, 27% believe the most important part of the event is the ads and 20% see the fact the event gives them a chance to get together with family and friends as the most important thing. The communality of the Super Bowl ties in with the desire of most Americans to "just get along" with each other. This in turn suggests a desire for safe, emotionally-uplifting and celebratory campaigns - in other words, ads which emulate the appeal of the Super Bowl.
Attributes of Likeable Television Commercials in Asia
Kim-Shyan Fam, Journal of Advertising Research, Vol. 48, No. 3, Sept 2008, pp. 418-432
Many advertisers aim to present advertisements that will at least be liked by those who see them, as it has been suggested that advertising likeability can lead to advertising recall, favorable brand attitudes, and possibly purchase intention.
Many advertisers aim to present advertisements that will at least be liked by those who see them, as it has been suggested that advertising likeability can lead to advertising recall, favorable brand attitudes, and possibly purchase intention. This study investigates consumer attitudes in Asia toward television commercials by determining attributes that are liked and disliked in advertisements. Data were obtained from telephone interviews conducted in Hong Kong, Shanghai, Jakarta, Bangkok, and Mumbai, each country with distinct cultural and religious beliefs. The results show that “Entertaining” is the most liked attribute across the five cities. However, the importance of other likeable attributes varied, and the study concludes by providing several explanations to the variations in an Asian context.
David Bonney, Admap, December 2006, Issue 478, pp. 16-18
David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used.
David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. He looks at the psychological arguments as well as research on 'likeability', and concludes that advertisers should not avoid apparently 'negative' stimuli - but embrace them.
Reconsidering Recall and Emotion in Advertising
Abhilasha Mehta and Scott C Purvis, Journal of Advertising Research, Vol. 46, No. 1, Mar 2006, pp. 49-56
Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising.
Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.
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