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A presentation made to Sydney's young advertising minds... Loads of slides borrowed from Les Binet at DDB London

A presentation made to Sydney's young advertising minds... Loads of slides borrowed from Les Binet at DDB London

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  • Hi Jean - you're welcome!

    The 'relationship' part of the communication (the meta-communication) is not just 'style and tone', but also includes context too.

    The famous radio / TV debate between Nixon and Kennedy is a great example of how the meta-communication (i.e. including channel) affects how the communication is perceived: http://questgarden.com/78/77/7/090323134241/index.htm

    Check out the work of Paul Watzlawick for more on this. He termed the modalities of communication as 'digital' and 'analog' (which isn't particularly helpful now they have different meanings!)...

    Anyway, the point of my argument is that 'relationship' is the most important part (which includes context / channels).

    You put forward an interesting point of view that context is the most important component though (which makes me think you're referencing McLuhan), but I'm not sure I buy this. Surely there's a symbiotic relationship between all the elements?

    Be great to continue the discussion... It's important that the disciplines of comms planning and account planning can re-unite under the banner of effectiveness!

    Cheers
    D
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  • Thanks for the deck. I'm still a bit astonished by the lack of reference to channels.

    When you say 'its not what you but how you say it', style and tone are very poor contributor to communication compared to the context created by channel planning...
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  • 1. TITLE TEXT ADVERTISING TO PRIMATESMonday, 17 October 2011
  • 2. Why advertise?Monday, 17 October 2011
  • 3. “Properly practiced advertising MUST result in greater sales more economically achieved.” - Bill BernbachMonday, 17 October 2011
  • 4. DETERMINING THE EFFECTS OF ADVERTISING The naive approach The media approach The creative approach The economic approach The psychological approachMonday, 17 October 2011
  • 5. WHO INFLUENCES MORE MARKETERS TODAY? Daniel Bernoulli Mark Zuckerberg (8th February, 1700 to 8th March, 1782) (b. 14th May, 1984)Monday, 17 October 2011
  • 6. WHO INFLUENCES MORE MARKETERS TODAY? “Rational consumers make decisions based on the expected outcomes of their decisions”* Daniel Bernoulli (8th February, 1700 to 8th March, 1782) *Source: Exposition of a New Theory on the Measurement of Risk, 1738Monday, 17 October 2011
  • 7. Monday, 17 October 2011
  • 8. “Economists, and other social scientists with an interest in decision- the difference between themaking, have found thatrational model (how decisions ought to be made) and thereal world (what decisions are made) is so significantthat rational models are of little use” *Source: http://www.gresham.ac.uk/lectures-and-events/why-do-people-play-the-lottery-make-up-your-mindMonday, 17 October 2011
  • 9. NEW INSIGHTS INTO... COGNITION & BEHAVIOURMonday, 17 October 2011
  • 10. 1. What people are really like 2. How people really choose brands 3. How communication really works 4. Implications for doing your jobMonday, 17 October 2011
  • 11. 1. What people are really like 2. How people really choose brands 3. How communication really works 4. Implications for doing your jobMonday, 17 October 2011
  • 12. 1. What people are really like 2. How people really choose brands 3. How communication really works 4. Implications for doing your jobMonday, 17 October 2011
  • 13. 1. What people are really like 2. How people really choose brands 3. How communication really works 4. Implications for doing your jobMonday, 17 October 2011
  • 14. 1. What people are really likeMonday, 17 October 2011
  • 15. 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?Monday, 17 October 2011
  • 16. HISTORIC VIEW OF THE BRAIN The “rational mind fallacy” Supremacy of reason Emotions are dangerous and need controllingMonday, 17 October 2011
  • 17. 20TH CENTURY DEVELOPMENTS Mind as computerMonday, 17 October 2011
  • 18. DAMASIO’S DISCOVERY “A brain that canʼt feel canʼt make up its mind”Monday, 17 October 2011
  • 19. IN OTHER WORDS... Reason and emotions are linked The thinking brain depends on the emotional brain Emotional processing, not reason, dominates our decisionsMonday, 17 October 2011
  • 20. Emotion = master Reason = servantMonday, 17 October 2011
  • 21. 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 LehrerMonday, 17 October 2011
  • 22. EVOLUTIONMonday, 17 October 2011
  • 23. Monday, 17 October 2011
  • 24. 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 experienceMonday, 17 October 2011
  • 25. 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 $1.05Monday, 17 October 2011
  • 26. TWO SYSTEMS System 1 System 2 “Intuitive / Emotional” “Reasoning” Honed by evolution Still in beta ~100,000,000 years old ~100,000 years old (?) Automatic Controlled Fast Slower Non-conscious Conscious Non-verbal Verbal Drives decision making Can think, but canʼt decide 95% 5%Monday, 17 October 2011
  • 27. IN SUMMARYMonday, 17 October 2011
  • 28. LIKE HOMER, WE FAVOUR THE LEAST LINE OF RESISTANCE Cognitively and behaviourally!Monday, 17 October 2011
  • 29. SYSTEM 1 HEURISTICS LEAD TO COGNITIVE BIASES Bandwagon effect Framing Neglect of probability Base rate fallacy Hyperbolic discounting Normalcy bias Bias blind spot Illusion of control Not Invented Here Congruence bias Impact bias Omission bias Choice-supportive bias Information bias Outcome bias Confirmation bias Irrational escalation Planning fallacy Contrast effect Just-world phenomenon Post-purchase rationalization Déformation professionnelle Loss aversion Pseudocertainty effect Denomination effect Mere exposure effect Reactance Distinction bias Money illusion Restraint bias Endowment effect Moral credential effect Selective perception Experimenters or Expectation Need for Closure Semmelweis reflex bias Neglect of probability Status quo bias Extraordinarity bias Normalcy bias Von Restorff effect Information bias Not Invented Here Wishful thinking Irrational escalation Omission bias Zero-risk bias Focusing effect Outcome biasMonday, 17 October 2011
  • 30. 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 rationalMonday, 17 October 2011
  • 31. SUMMARY 1. Human beings make decisions primarily on emotions and then post- rationalise their decisionsMonday, 17 October 2011
  • 32. 2. How people really choose brandsMonday, 17 October 2011
  • 33. SHOPPING IS COMPLEX & OPEN-ENDED Buying decisions cannot be made algorithmicallyMonday, 17 October 2011
  • 34. We are always assessing brands unconsciously. Long before we choose, system 1 has short-listed factors & options. When we come to choose, feelings & intuitions guide our thinking. System 1 System 2 Cross-checks & finalises the decision. Thought can challenge & re-direct system 1 But post-rationalisation is more common.Monday, 17 October 2011
  • 35. DECISION STATES System 1 System 2 When 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? Try and think of a purchase that is pure System 2Monday, 17 October 2011
  • 36. 3. How communication really worksMonday, 17 October 2011
  • 37. Monday, 17 October 2011
  • 38. 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 communicationMonday, 17 October 2011
  • 39. PROBLEM IS... Rational mind fallacy Rational message fallacyMonday, 17 October 2011
  • 40. 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?Monday, 17 October 2011
  • 41. 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”Monday, 17 October 2011
  • 42. 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)Monday, 17 October 2011
  • 43. ITʼS NOT WHAT YOU SAY… Content = message or the “communication” Typically; clear, recognisable, easily analysed, rational (and fades quickly!). Rel Content Relationship Relationship = non-verbal or the “meta- communication” Typically: subtle, hard to analyse, highly emotional (and endures!).Monday, 17 October 2011
  • 44. Associations? Take out? Spectacular Simply “the best” Original Worth paying more for Gorgeous Desire Mesmerising Lovely musicMonday, 17 October 2011
  • 45. SUMMARY 1. Human beings make decisions primarily on emotions and then post-rationalise their decisions 2. Communication is not just about message but about relationshipMonday, 17 October 2011
  • 46. ... importantMonday, 17 October 2011
  • 47. MAN IS A COMPULSIVE COPIER “We are a WE species that thinks we are a ME species”Monday, 17 October 2011
  • 48. Monday, 17 October 2011
  • 49. COPYING IS INVALUABLE TO HUMANSMonday, 17 October 2011
  • 50. 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."Monday, 17 October 2011
  • 51. SOCIAL LEARNING FROM BIRTHMonday, 17 October 2011
  • 52. COPYING CONTINUES THROUGHOUT LIFEMonday, 17 October 2011
  • 53. Social learning, not independent decision-makingMonday, 17 October 2011
  • 54. SIX DEGREES OF KEVIN BACONMonday, 17 October 2011
  • 55. Monday, 17 October 2011
  • 56. Monday, 17 October 2011
  • 57. 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 processMonday, 17 October 2011
  • 58. SUMMARY Talk to the heart Itʼs not what you say, but how you say it Make your clientʼs brand / product famousMonday, 17 October 2011
  • 59. 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!Monday, 17 October 2011
  • 60. Monday, 17 October 2011
  • 61. 4. Implications for doing your jobMonday, 17 October 2011
  • 62. This means that we may well have to rethink pretty much everything we do in our day to day jobs...Monday, 17 October 2011
  • 63. Monday, 17 October 2011
  • 64. 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 successfulMonday, 17 October 2011
  • 65. 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?Monday, 17 October 2011
  • 66. 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.Monday, 17 October 2011
  • 67. How exciting to be back at the beginning again, knowing absolutely nothing...Monday, 17 October 2011
  • 68. TITLE TEXT THANK YOU ABOUT.ME/DAVIDWARRENMonday, 17 October 2011