Download - Ad groms presentation
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TITLE TEXT
ADVERTISING TO PRIMATES
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Why advertise?
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“Properly practicedadvertising MUST result
in greater sales more economically achieved.”
- Bill Bernbach
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The naive approach
The media approach
The creative approach
The economic approach
The psychological approach
DETERMINING THE EFFECTS OF ADVERTISING
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WHO INFLUENCES MORE MARKETERS TODAY?
Daniel Bernoulli (8th February, 1700 to 8th March, 1782)
Mark Zuckerberg(b. 14th May, 1984)
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WHO INFLUENCES MORE MARKETERS TODAY?
Daniel Bernoulli (8th February, 1700 to 8th March, 1782)
“Rational consumers make decisions based on the expected outcomes
of their decisions”*
*Source: Exposition of a New Theory on the Measurement of Risk, 1738
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“Economists, and other social scientists with an interest in decision-making, have found that the difference between the rational model (how decisions ought to be made) and the real world (what decisions are made) is so significant that rational models are of little use”
*Source: http://www.gresham.ac.uk/lectures-and-events/why-do-people-play-the-lottery-make-up-your-mind
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COGNITION
BEHAVIOUR
&
NEW INSIGHTS INTO...
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1. What people are really like2. How people really choose brands
3. How communication really works
4. Implications for doing your job
1. What people are really like
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1. What people are really like
2. How people really choose brands3. How communication really works
4. Implications for doing your job
2. How people really choose brands
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1. What people are really like
2. How people really choose brands
3. How communication really works4. Implications for doing your job
3. How communication really works
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1. What people are really like
2. How people really choose brands
3. How communication really works
4. Implications for doing your job4. Implications for doing your job
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1. What people are really like
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A SIMPLE TEST TO MAKE SURE YOUʼRE AWAKE!
A bat and a ball together cost $1.10.
If the bat costs $1 more than the ball, how much does the ball cost?
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HISTORIC VIEW OF THE BRAIN
The “rational mind fallacy”
Supremacy of reason
Emotions are dangerous and need controlling
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20TH CENTURY DEVELOPMENTS
Mind as computer
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DAMASIO’S DISCOVERY
“A brain that canʼt feel canʼt make up
its mind”
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IN OTHER WORDS...
Reason and emotions are linked
The thinking brain depends on the emotional brain
Emotional processing, not reason, dominates our decisions
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Emotion = master
Reason = servant
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WHY ARE EMOTIONS THE MASTER?
“When evolution was building our brain, it didnʼt bother to replace all those emotional processes with new operations under our explicit control.
The result? The uniquely human parts of the mind depend on the primitive mind underneath”
The Decisive Moment, Johan Lehrer
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EVO
LUTI
ON
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LEARNINGS FROM LT. COMMANDER RILEY
Much of what we “think” is really driven by our emotions
Every feeling is really a summary of unconscious data
Feelings are an accurate short-cut... a compression of decades worth of experience
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WHATʼS THE RIGHT ANSWER?
A bat and a ball together cost $1.10.
If the bat costs $1 more than the ball, how much does the ball cost?
The ball is 5¢The bat is $1.05
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System 1 System 2
“Intuitive / Emotional” “Reasoning”
Honed by evolution~100,000,000 years old
Still in beta~100,000 years old (?)
Automatic Controlled
Fast Slower
Non-conscious Conscious
Non-verbal Verbal
Drives decision making Can think, but canʼt decide
95% 5%
TWO SYSTEMS
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IN SUMMARY
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LIKE HOMER, WE FAVOUR THE LEAST LINE OF RESISTANCE
Cognitively and behaviourally!
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SYSTEM 1 HEURISTICS LEAD TO COGNITIVE BIASES
Bandwagon effect
Base rate fallacy
Bias blind spot
Congruence bias
Choice-supportive bias
Confirmation bias
Contrast effect
Déformation professionnelle
Denomination effect
Distinction bias
Endowment effect
Experimenter's or Expectation bias
Extraordinarity bias
Information bias
Irrational escalation
Focusing effect
Framing
Hyperbolic discounting
Illusion of control
Impact bias
Information bias
Irrational escalation
Just-world phenomenon
Loss aversion
Mere exposure effect
Money illusion
Moral credential effect
Need for Closure
Neglect of probability
Normalcy bias
Not Invented Here
Omission bias
Outcome bias
Neglect of probability
Normalcy bias
Not Invented Here
Omission bias
Outcome bias
Planning fallacy
Post-purchase rationalization
Pseudocertainty effect
Reactance
Restraint bias
Selective perception
Semmelweis reflex
Status quo bias
Von Restorff effect
Wishful thinking
Zero-risk bias
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AVAILABILITY HEURISTIC
Risk assessment by feeling not facts
Recency and salience versus incidence
So fear of fear of plane crashes higher than fear of skin cancer from sunbathing
The emotional brain prevailing over the rational
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SUMMARY
1. Human beings make decisions primarily on emotions and then post-rationalise their decisions
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2. How people really choose brands
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SHOPPING IS COMPLEX & OPEN-ENDED
Buying decisions cannot be made algorithmically
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System 1
System 2
Cross-checks & finalises the decision.
Thought can challenge & re-direct system 1
But post-rationalisation is more common.
We are always assessing brands unconsciously.
Long before we choose, system 1 has short-listed factors & options.
When we come to choose, feelings & intuitionsguide our thinking.
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System 1 System 2When decision is complex When decision is simple
In early phase of decision In final phase of decision
For regular purchases When we buy for 1st time
When products are similar When products are functionally different
For cheap items For expensive items
For low risk items For high risk items
For impulse purchases For considered purchases
Time poor Time rich
When we are highly aroused When we are calm
When we are not paying attention When we are paying close attention
When we are happy? When we are grumpy?
DECISION STATES
Try and think of a purchase that is pure System 2Monday, 17 October 2011
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3. How communication really works
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EFFECTIVE COMMUNICATION
Appeal to emotions / feelings not logic / reason
How we say things may be much more important than what we say
This includes; humour, gesture, etc!
Communication may influence us without us consciously being aware / thinking
Changing our minds / teaching new things, not easy tasks for communication
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PROBLEM IS...
Rational mind fallacy
Rational message fallacy
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TYPICAL QUESTIONS
What is the main message of the communication?
What is the single-minded product proposition ?
How believable is this message?
What is unique about this message?
What are the supporting reasons to believe?
How likely is this ad to persuade you to buy the product?
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SONY BRAVIA
Objectives:
Create an emotional attachment that justifies the Sony price premium
Encourages consumers to commit to the brand before they reach the point of sale
Help Sony retake the number one position in the flat screen TV market.
Rational approach
“Superior colour definition”
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SONY BRAVIA
Results:
Bravia-advert.com had 2m visitors /1.8m TVC viewings in the 3 months after launch
Est. 5.3m viewings on Google Video, YouTube and others
Sales resulted in product shortage (UK); orders in Dec 05 delivered in March 06
Sony’s LCD MS grew to 14 % (vs 10%, EU)
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RelContent
Relationship
Content = message or the “communication”Typically; clear, recognisable, easily analysed,
rational (and fades quickly!).
Relationship = non-verbal or the “meta-communication”
Typically: subtle, hard to analyse, highly emotional (and endures!).
ITʼS NOT WHAT YOU SAY…
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Associations?Spectacular
OriginalGorgeous
MesmerisingLovely music
Take out?Simply “the best”
Worth paying more forDesire
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SUMMARY
1. Human beings make decisions primarily on emotions and then post-rationalise their decisions
2. Communication is not just about message but about relationship
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... important
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MAN IS A COMPULSIVE COPIER
“We are a WE species that thinks we are a
ME species”
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COPYING IS INVALUABLE TO HUMANS
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BUT COPYING CAN LEAD TO PROBLEMS
Are your friends making you fat? Or keeping you slender?
According to new research from Harvard and the University of
California, San Diego, the short answer on both counts is "yes."
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SOCIAL LEARNING FROM BIRTH
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COPYING CONTINUES THROUGHOUT LIFE
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Social learning, not independent decision-making
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SIX DEGREES OF KEVIN BACON
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SUMMARY
1. Human beings make decisions primarily on emotions and then post-rationalise their decisions
2. Communication is not just about message but about relationship
3. Decision making is a social rather than an individual process
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SUMMARY
Talk to the heart
Itʼs not what you say, but how you say it
Make your clientʼs brand / product famous
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A CONTROVERSIAL POINT OF VIEW!
We all recognise the importance of creative style and emotional resonance, but we tend to think of these things as a means of
getting the message across.
This new viewpoint suggests that, to a large
extent, style and feel are the message!
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4. Implications for doing your job
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This means that we may well have to
rethink pretty much everything we do in our day to day jobs...
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BUT THE GOOD NEWS...
We will all be happier because we prefer making this sort of communication
The public will be happier because they like this communication better too
CEOs/CFOʼs will be happier because their businesses will be more successful
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OVER TO YOU...
HOW DOES THAT MAKE YOU FEEL?
WHAT MIGHT THE IMPLICATIONS BE?
For the briefing and creative process?
For research and evaluation?
For media and channel usage?
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MY THOUGHTS (FOR WHAT IT’S WORTH!)
Define the advertising goal as being to build ‘saleability’
Stop talking. Mostly about messages.
Start talking about associations and about relationships.
Recognise the power of implicit communication.
Shift your focus away from the abstract message or idea to the advertisement as a whole.
Resist the urge to over-analyse and over control.
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How exciting to be back at the beginning again,
knowing absolutely nothing...
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TITLE TEXT
THANK YOU
ABOUT.ME/DAVIDWARREN
Monday, 17 October 2011