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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.
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.
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.
Advertisers’ new insight into the brain
Erik du Plessis, Admap, May 2005, Issue 461, pp. 20-23
Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices.
Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices. Using the theories of the neurologists, LeDoux and Damasio, he argues that emotion and reason are not conflicting forces, but that emotion (eg liking) is a natural precursor to attention and rational interpretation. This new paradigm has important implications for advertising and campaign research.
Advertain to attain?
Roderick White, Admap, February 2005, Issue 458, pp. 17-19
In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media advertisements to find new ways to ‘engage’ their target audiences.
In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media advertisements to find new ways to ‘engage’ their target audiences. Using examples of brand messages ‘embedded’ in TV programmes and films, he asks can advertainment ever do more than supplement a well-liked conventional campaign.
Best Practice: Using humour in advertising
Admap, February 2003, Issue 436, pp. 11-12
This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both.
This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accepted wisdom that humour does not travel across national boundaries is debated and the appeal to different groups by age, educational background and region is explored. The author lists the characteristics of senses of humour by gender and suggests that humour tends to work better for low involvement products. Integrating humour with the brand and how to use humour are discussed. The article contains a comprehensive list of key publications to read.
Keeping brands compact
Ian Fermor, Admap, July 2002, Issue 430, pp. 33-35
Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from broadcast advertising.
Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from broadcast advertising. The comparative value of brand/product advertising is illustrated showing incremental sales uplift and decay rates for both approaches. Emphasis is placed on return on investment (ROI) throughout the paper and whilst conceding there is no general optimal solution the author advocates developing marketing and communications strategies that recognise the dangers of fragmentation and the benefits of keeping the brand 'compact'. Brand transfer or the halo effect is discussed and the author reports that measurements have been inconsistent and suggests that any uncertainty is factored in to decision making. The author argues that commercial arithmetic supports the belief that compact branding supports efficient communications strategy.
The Value of Implicit Memory
Alastair Goode, Admap, December 2001, Issue 423
This article suggests that increases in the liking of products are mediated by an individual's implicit memory.
This article suggests that increases in the liking of products are mediated by an individual's implicit memory. Cognitive science has discovered that memory is basically structured in three components:-attention, short term memory and long term memory. In the studies carried out subjects liked the product more when its ad was old rather than new and the effect was greatest when a slogan was present. Of greatest interest was the positive correlation between implicit memory and the amount of liking of the ad.
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Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Evaluation and tracking
Long-term effects of communications
Neuromarketing, brain science
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Humour and jokes
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