advertising's new medium human experience

Advertising's New Medium:Human Experience

Presented By:

Raghav Kumar

Adds today became

1) INTRUSIVE

2) REPETITIVE

3)

" Human Experience is the means of Advertising"

- Marketers should think, "what does this ad DO for the consumers?"

- Advertisements need to be welcomed and valued to be successful.

DIAGEO Father's Day Marketing

FOUR SPHERE OF HUMAN ADVERTISING

1. PUBLIC SPHERE

Human Experience : The Public Sphere

Four Principles They are relevant in context

They help people reach personal objective

They are branded interventions

They provide engaging, refreshing or compelling experiences.

Human Experience: The social sphere

Four Principles Be Relevant in context

Align with social goals of customer

Address their social needs

Facilitate interaction between people

Human Experience : The Tribal Sphere

Four Principles Suit the character and values of those customers involved.

Address desire for identity, self expression and membership

Empower the customer

Provide a social signal or status marker

Human Experience: The Psychological Sphere

Four principles

Seek to create habits

Guide to Cognition

Connect a brand with mood or an emotion

Use language to establish a cognitive beachhead for a brand

Customer-centric approach

1) Define objective from a from a customer's not an advertiser's point of view

2) Target the campaign to create value for the customers

3) Test, listen and adjust ads to improve the customer experience

4) Evaluate an Expansion strategy

5) New ways to refresh the message

"These slides were created by Raghav Kumar , NSIT Delhi as per internship done under the guidance of professor Sameer Mathur "

(www.iiminternship.com)