Breaking Through The Clutter: Benefits of advertisement originality and familiarity for brand...

Breaking Through The Breaking Through The Clutter: Clutter: Benefits of Benefits of

advertisement originality and advertisement originality and familiarity for brand attention and familiarity for brand attention and

memorymemory Research by:Research by:Rik Pieters; Luk Warlop; Rik Pieters; Luk Warlop;

Michel Wedel.Michel Wedel. Published at Management SciencePublished at Management Science, June 2002 , June 2002 vol.48 vol.48

p765(17) p765(17)

presented by:presented by:

Michelle GriffinMichelle GriffinEyal GolanEyal Golan

Breaking through the clutter: Breaking through the clutter: Benefits of Benefits of advertisement originality and familiarity for brand attention advertisement originality and familiarity for brand attention

and memoryand memory

Overview

- Introduction

- Originality and Familiarity Effects

- Modeling Ad Originality & Familiarity Effects on Attention & Memory

- The Study

- Results

- Conclusions

IntroductionIntroduction Breaking through the clutterBreaking through the clutter Maximize attention and memory for brands Maximize attention and memory for brands

Which factors affect consumers’ attention? How attention drives Which factors affect consumers’ attention? How attention drives memory?memory? Strategy 1: outnumber / outsizeStrategy 1: outnumber / outsize Strategy 2: outsmart (original)Strategy 2: outsmart (original)

Risk of being original/creativeRisk of being original/creative When unfamiliar (attention to ad – not to band), and when become When unfamiliar (attention to ad – not to band), and when become

familiar (attract less attention)familiar (attract less attention) Originality’s effect on brand memory wasn’t tested. What’s new in this Originality’s effect on brand memory wasn’t tested. What’s new in this

research?research? Testing the influence of ad originality and familiarity on on attention and Testing the influence of ad originality and familiarity on on attention and

memory for the advertised brands (rather than forced exposure)memory for the advertised brands (rather than forced exposure) May ads / many consumers (rather than a single ad / tactic)May ads / many consumers (rather than a single ad / tactic) Attention measured by detailed data collected using infrared eye-Attention measured by detailed data collected using infrared eye-

tracking methodology (rather than time spent of ads)tracking methodology (rather than time spent of ads)



Originality and familiarity effects Originality and familiarity effects

- What’s Originality?What’s Originality?

- New Ways to Present Selling Propositions New Ways to Present Selling Propositions

- “ “Defamiliarization” to stimulate viewers to think Defamiliarization” to stimulate viewers to think about familiar issue for new perspectives. about familiar issue for new perspectives.

- Techniques include humor, metaphors, wordplay Techniques include humor, metaphors, wordplay etc.etc.



Originality and familiarity effects Originality and familiarity effects

Ad originality effects on attention and memoryAd originality effects on attention and memory

- Content of Print Ad: Brand, Text, Pictorial Content of Print Ad: Brand, Text, Pictorial

- Original ad:Original ad:

- Print and text have low probability of prior e-occurrence with the Print and text have low probability of prior e-occurrence with the productproduct

- Avoid obvious associationsAvoid obvious associations

- Challenges the viewer to think what Challenges the viewer to think what



Originality and familiarity effectsOriginality and familiarity effects

Ad originality effects on attention and memory Ad originality effects on attention and memory (con’d)(con’d)

Therefore:Therefore:

Hypothesis 1Hypothesis 1

Ad originality promotes attention to the advertised brandAd originality promotes attention to the advertised brand

Attention Attention Elaboration Elaboration Strengthening of brand association in Strengthening of brand association in memorymemory

- If supported, then ad originality promotes brand memory If supported, then ad originality promotes brand memory INDIRECTLY (I.e. through attention)INDIRECTLY (I.e. through attention)




Ad originality effects on attention and memory Ad originality effects on attention and memory (con’d)(con’d)

Originality Originality More associations More associations Distinction Distinction Better Memory Better Memory



Ad originality promotes brand memory, independent of Ad originality promotes brand memory, independent of attentionattention




Originality Effects of Familiar Advertisements Originality Effects of Familiar Advertisements - Familiar Ad: Familiar Ad:

- Were seen or heard beforeWere seen or heard before- By actual experience or by context effect (sense of familiarity)By actual experience or by context effect (sense of familiarity)- Obviously, require less attention (after 3 exposures, attention drops by +50%)Obviously, require less attention (after 3 exposures, attention drops by +50%)

Therefore: Therefore:


Ad originality moderates the decrement in attention due to Ad originality moderates the decrement in attention due to ad familiarityad familiarity




Originality Effects of Familiar Advertisements Originality Effects of Familiar Advertisements (con’d)(con’d)

Elements of familiar stimulus are stored and accessed as a single unit Elements of familiar stimulus are stored and accessed as a single unit Improve memory performance Improve memory performance Better memory to familiar brandsBetter memory to familiar brands

Original stimuli promotes more associations with other information Better Original stimuli promotes more associations with other information Better memory performance since there multiple pathways to the stored stimulimemory performance since there multiple pathways to the stored stimuli



Ad originality moderates the increment in brand memory due to Ad originality moderates the increment in brand memory due to ad familiarity, independent of attentionad familiarity, independent of attention




Originality Effects of Familiar Advertisements Originality Effects of Familiar Advertisements (con’d)(con’d)

When Hypothesis 3 and Hypothesis 4 are When Hypothesis 3 and Hypothesis 4 are combined:combined:

- Original Ads:Original Ads:

- Moderates negative effect on attention Moderates negative effect on attention

- Positive effect on memoryPositive effect on memory



Modeling Advertisement Originality & Familiarity Modeling Advertisement Originality & Familiarity Effects on Attention & Memory Effects on Attention & Memory

- 119 consumers, exposed to 58 print ads in 2 119 consumers, exposed to 58 print ads in 2 magazinesmagazines

- Eyes movements and fixations to assess the Eyes movements and fixations to assess the information extracted from print adsinformation extracted from print ads

- Eye fixation durations are recorded to each of the 3 Eye fixation durations are recorded to each of the 3 elements (text, pictorial, brand) elements (text, pictorial, brand)

- Assessing ability to recall the advertised brands Assessing ability to recall the advertised brands accuratelyaccurately




- Assess how ad originality & familiarity influence the Assess how ad originality & familiarity influence the attention attention

- Visual attention during eye fixationVisual attention during eye fixation

- Extracted information is fixed for each fixation periodExtracted information is fixed for each fixation period

- But varies from ad to ad and from consumer to But varies from ad to ad and from consumer to consumer consumer




- Mathematically, “the information [phi] extracted by consumer i Mathematically, “the information [phi] extracted by consumer i at the kat the kthth fixation from the j elements of the l fixation from the j elements of the lthth ad, is ad, is represented using a "dual heterogeneity" formulation”: represented using a "dual heterogeneity" formulation”:

[[phi][[phi]ijklijkl] = [[mu]] = [[mu]jj] + [[zeta]] + [[zeta]jljl] + [v] + [vjiji]. (1) ]. (1)

Where, Where, - ………….. ..



Breaking through the clutter: Breaking through the clutter: Benefits of Benefits of advertisement originality and familiarity for brand attention and advertisement originality and familiarity for brand attention and

memorymemory

The StudyThe Study Advertising Stimuli & ParticipantsAdvertising Stimuli & Participants

58 full-page advertisements58 full-page advertisements Two publication (Elsevier & Allerhande)Two publication (Elsevier & Allerhande)

119 people (64 male, 55 female)119 people (64 male, 55 female) Average age = 38 yearsAverage age = 38 years 35% had college degree35% had college degree Paid $20 eachPaid $20 each


memorymemory

The StudyThe Study The Eye-Tracking ProcedureThe Eye-Tracking Procedure

Paged through 4 random magazinesPaged through 4 random magazines Magazines were fixed to the tableMagazines were fixed to the table Each went at their own paceEach went at their own pace Average time = 30 minutesAverage time = 30 minutes


memorymemory

The StudyThe Study

Brand Memory TaskBrand Memory Task Brand RecallBrand Recall

Ad Originality & FamiliarityAd Originality & Familiarity Ads judged on 7-point scaleAds judged on 7-point scale


memorymemory

The ResultsThe Results Descriptive ResultsDescriptive Results

Fixated 7.16 timesFixated 7.16 times 24.1% identified correctly24.1% identified correctly

Ad Originality & Familiarity Effects on AttentionAd Originality & Familiarity Effects on Attention Support Hypothesis 1Support Hypothesis 1

Increased originality = Increased attentionIncreased originality = Increased attention Support Hypothesis 3Support Hypothesis 3

Interaction is positiveInteraction is positive


memorymemory

The ResultsThe Results Ad Originality & Familiarity Effects on MemoryAd Originality & Familiarity Effects on Memory

Contributions to brand memoryContributions to brand memory Counter Hypothesis 2Counter Hypothesis 2

Originality vs. FamiliarityOriginality vs. Familiarity Support Hypothesis 4Support Hypothesis 4

Highest accuracy from original, familiar adsHighest accuracy from original, familiar ads

Ad Originality Follow-upAd Originality Follow-up Text and pictorial originality judged separatelyText and pictorial originality judged separately Both contribute equally Both contribute equally


memorymemory

ConclusionConclusion Ad originality promoted improvements in Ad originality promoted improvements in

memorymemory

Limitations and Future ResearchLimitations and Future Research Brand awareness as primary communication Brand awareness as primary communication

objectiveobjective

Questions?Questions?

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