The Essence of Effective Advertising
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Transcript of The Essence of Effective Advertising
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© 2009
Dan Hill, Ph.D.
BMAMinneapolis, MN
February 11th, 2010
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© 2009
• Emotional Connection Is Essential– Neurobiology– Profits
• Change Testing– Facial Coding
• 5 Guidelines with Examples– Be On-Emotion– Leverage the Sensory Bandwidth– Seek Brand Fame (Authority/Quality)– Value (Reduce Price Sensitivity)– Mirror Values
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© 2009
Neurobiology
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© 2009
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© 2009
Emotiona
l
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33 Rationa
l
2233
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Sensor
y
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The 3-Part Brain
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© 2009
The Conscio
us
NeurobiologyThe Subconscious Rules
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Feel
Think
NeurobiologyFeel First & Fast(er)
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Emotional
Rational (10%)
NeurobiologyBrain Exchange
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“I don’t like spinach, and I’m glad I don’t, because if I liked it, I’d eat it, and
I just hate it.”
-Clarence Darrow
Myth of Objectivity
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New Mental Model
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vs. BehavioralTraditional
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© 2009
Part 1: Emotional Connection Is
Essential
Profits
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© 2009
Definitive Study
Based on 880 case studies drawn from databank for
the IPA Effectiveness Awards, world’s most rigorous advertising
competition
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Institute of Practitioners in Advertising
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Emotive Marketing Works
Soft Sell, Hard Currency
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Classification of Campaigns
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Rational vs. Emotional Buying
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Emotional Campaigns Succeed
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Price Sensitivity is a Good Path to Profit
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Part 2: Change Testing
Facial Coding
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Usual Pre-Testing Is Weak
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Cases Using Quantitative Pre-
Testing
Cases Using Qualitative Pre-Testing
Reliability as Indicators of Success (Profitability) 44% 43%
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Facial Coding
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“The face is an enormously rich source of information
about emotions.”
Lie to Me
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Why Facial Coding Works
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“The face is an enormously rich source of information about emotions.”
Facial Coding Enters the Mainstream
“By the 1980s, psychologists had largely accepted as a ‘fundamental
axiom of behavioral science’ the link between faces and emotions.
Emotion therefore explains facial behavior, and facial behavior is an
objective index of emotion.”
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Part 3: Five Guidelines
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#1: BE ON-EMOTION
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Rule #1
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© 2009
21st - Century Marketing
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Impact
Sherwin Williams – Quality Example
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Ap
pea
l & Im
pac
tA
ppe
al &
Imp
act
AppealImpact
More promising ending, slow start but rebounds. Reasonable amount of impact throughout.
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Sherwin Williams – Poor Example
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AppealImpact
Ap
pea
l & Im
pac
t
Off emotion on first peak, fewer data points, blank ending
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© 2009
EDS – Trust as Key
• When EDS was creating their new vision for the company, the CEO’s ideas were not well accepted. Notice, in particular, the difference between verbal input on the CEO’s idea and emotional response to that same idea.
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Astra Zeneca Sales Claims
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Overall Rational
Rational feedback indicates that all is well with the sales
scripts. Emotional data tells a different story.
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#2: LEVERAGE SENSORY
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Rule #1
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-Fixations
stabilized gaze
-Saccades
rapid eye scans
Eye trackingmeasures:
To absorb visual / text information, people require at least a 50 millisecond fixation duration
Eye Tracking Scan Path
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Advertising Ignored
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Canon - Success
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Canon - Disappointment
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#3: SEEK BRAND FAME
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Rule #1
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IBM Spot
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-20-15-10-505
101520
Sec 1 3 5 7 9 11 13 15 17 19 21 23 25 27 297.5
8
8.5
9
9.5Appeal Impact
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Nextel Spot
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#4: REDUCE PRICE SENSITIVITY
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Rule #1
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Cargill – Florence
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-20-15-10-505
101520
Sec 1 3 5 7 9 11 13 15 17 19 21 23 25 27 297.5
8
8.5
9
9.5Appeal Impact
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#5: MIRROR VALUES
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Rule #1
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Conversation Economy
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Value Proposition = Values
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Word of Mouth Advertising
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Waste Management – Green
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Gender Sensitivity
Emotional Profile
42%
10%
11%
25%
0%
0%
5%
1%
6%
1%
0.0% 50.0%
True Smile
Robust Smile
Weak Smile
Micro Smile
Surprise
Skeptical
Dislike
Sadness
Frustration
Anxiety
83%
17%
0%
Positive Negative
Neutral
Overall Emotion: (% of res)
56%
12%
32%
Positive Neutral
Negative
Self Report
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SUMMARY
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Rule #1
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Impressions
Personality
Values
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Dan Hill, [email protected]
om651.224.7647
Visit us at: www.sensorylogic.co
m
Thanks!
Q & A