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Putting the fizz Into finance: How emotional advertising helped HSBC change its global image
MRS Awards, Finalist, MRS Awards, December 2013
This article explains how HSBC used research to inform the development of a global emotional advertising campaign.
This article explains how HSBC used research to inform the development of a global emotional advertising campaign. Financial services advertising is usually rational, but research had shown emotional advertising to be more effective. HSBC created a series of ads with an emotional appeal, with each one tested through research and found to be successful. This led to a change in approach: instead of rational ads for each the company's business units, an over-arching campaign with the brand emphasised was created.
How brands are built in the digital age: The opt-in age of brands
Guy Murphy, Admap, December 2013, pp. 18-21
This article describes some of the ways in which digital technology is changing branding, emphasising the importance of brand-building as a way to secure future sales.
This article describes some of the ways in which digital technology is changing branding, emphasising the importance of brand-building as a way to secure future sales. Savvy, better informed consumers require brand to move away from 'push' mass media advertising and towards 'pull' marketing that focusses on quality, value and 'brand-budding'. Emotional pull is important, but easily undermined by bad reviews and customer scepticism. Product-led brand-building which use functionality, experience and sensory innovation will be important, and the article describes examples of each. As connectivity and experience continue to increase in importance 'brand-budding' - where brands partner or connect with each other - may improve success.
Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
Can advertising influence the results of hedonic tests for food products?
Christian Dianoux, Dan Petrovici and Anne-Laure Minondo, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 617-632
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand.
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications. In particular, this study points out the need to integrate advertising into hedonic tests at a very early stage of new product development process. Limitations and future research avenues are finally discussed.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
Nokia transforms its approach to in-store marketing
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages.
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages. By tailoring its approach to precisely match the customer journey, it was able to focus on getting phones into the hands of shoppers, which is the most powerful influence on purchase decisions. It also successfully cut out any previously wasted spending.
Understanding brand equity: Frito-Lay taps into the emotions of American snackers
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages.
This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages. Working with a long standing campaign theme "Betcha Can't Just Eat One", Lay's continues to develop new products and promote its core rational benefit of being 'light, airy and crispy', whilst creating an emotional link for consumers. It is argued that brands should understand their equity and carefully measure how consumers regard them. To this end Frito-Lay is using research techniques like the Zaltman Metaphor Elicitation Technique (ZMET), which makes use of pictures and metaphors when people cannot rationally explain their thoughts.
Warc Advertising Research 2013: Researching the implicit memory
Brian Carruthers, Event Reports, Advertising Research, September 2013
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'.
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'. It was stressed that understanding implicit thinking is a route to improving traditional research, rather than replacing it. Topics addressed included understanding the context in which consumers interact with brands, using metaphorical techniques in research, recognising the emotions that act as drivers and the effect of mobile and new technology on market research. The conference also looked into the future for market research and its likely evolution.
The power of music
Les Binet, Daniel Müllensiefen and Paul Edwards, Admap, October 2013 , pp. 10-13
Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.
Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands. Music can help to heighten consumer response towards an ad, feel warmer towards a brand, and increase social media engagement. This article cites research which finds television ads using music are 20-30% more effective in leading to sales than those that do not, and explains what factors contribute to this.
Predicting Cannes Lions
Sander Saar and Mihkel Jaatma, Warc Exclusive, Advertising Research, September 2013
This presentation attempts to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding.
This presentation attempts to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding. It establishes a range of guidelines for creating videos including using sadness or disgust early in the video and then ending more positively. Emotional content is found to be appealing to consumers. It is argued that the Cannes Lions shortlist can be predicted with 75% accuracy using this model.
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Emotional and sensory appeals
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Recall and recognition
Sales and market share
Short-term effects of communications
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Consumer moods, feelings and choice
Quality of exposure, media engagement
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