Advertising’s New Medium : Human Experience (inspired by the article of Jeffrey F. Rayport)

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We are living in a media saturated world, which is kind of a sad reality for us marketers. I had the chance to work on that project, that sort of gives a new ways to reach your target audience in a …

We are living in a media saturated world, which is kind of a sad reality for us marketers. I had the chance to work on that project, that sort of gives a new ways to reach your target audience in a less intrusive way. This is a genuine idea from Jeffrey F. Rayport about how the human experience can actually be seen as a new media for advertising. Throughout the slides, I tried to show as much as possible how this was true and though, really effective in a brand communication process today.

This was a NYU project for the class of Digital Marketing taught by Tina Miletich. Feel free to try to answer the questions at the end of the presentations to be sure that you understood the key concepts.

Link to the article: http://hbr.org/2013/03/advertisings-new-medium-human-experience/ar/1

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  • 1. Advertising’s New Medium : Human experience BY JEFFREY F. RAYPORT Presentation by Elaine Lorent
  • 2. Today: Media saturated world …  Advertising built on persuading through:  Interruption  Intrusion  Repetition  Brute ubiquity This not anymore effective…. … And it needs to be rethought Presentation by Elaine Lorent
  • 3. Today: Media saturated world …  Advertising should be more focused on  What brand can do for their customers.  When brands place their messages  If customers want a specific brand in their life Presentation by Elaine Lorent
  • 4. “Human experience is a medium for advertising” The 4 spheres of the human experience:  Public sphere: movements from one place or activity to another.  Social sphere: interactions and relation with the other  Tribal sphere: affiliation with groups to define their identity  Psychological sphere: connection with specific thoughts or feelings. Presentation by Elaine Lorent
  • 5. Human Experience: The Public Sphere Four principles:  They are relevant in context  They help people reach personal objectives  They are branded interventions  They provide engaging, refreshing or compelling experiences Presentation by Elaine Lorent
  • 6. Human Experience: The Public Sphere Presentation by Elaine Lorent
  • 7. Human Experience: The Public Sphere Presentation by Elaine Lorent
  • 8. Human Experience: The Social Sphere Four principles:  Be relevant in context  Align with social goals of the customers  Address their social needs  Facilitate interaction between people Presentation by Elaine Lorent
  • 9. Human Experience: The Social Sphere Presentation by Elaine Lorent
  • 10. Human Experience: The Tribal Sphere Four principles:  Suit the character and values of those customers involved  Address desire for identity, self expression, and membership  Provide a social signal or status marker  Empower the customers Presentation by Elaine Lorent
  • 11. Human Experience: The Tribal Sphere Presentation by Elaine Lorent
  • 12. Human Experience: The Psychological Sphere Four principles:  Use language to establish a cognitive beachhead for a brand  Seek to create habits  Guide cognition  Connect a brand with a mood or an emotion Presentation by Elaine Lorent
  • 13. Human Experience: The Psychological Sphere Presentation by Elaine Lorent
  • 14. How to have a better customer-centric approach and place ads in the four spheres ?  Define objectives first from a consumer’s, not an advertiser’s, point of view  Target the campaign to create value for consumers  Test, listen, and adjust ads to improve the customer experience  Evaluate an expansion strategy  Constantly look for ways to refresh the message Presentation by Elaine Lorent
  • 15. Questions:  Considering the psychological and tribal sphere, would you be more inclined to buy a brand that represents your identity even though it’s the most expensive one?  Do you think that the four spheres have to be use in combination with the holistic marketing strategy of the brand? If yes or no, why and how?  Watch this video. Explain which one of the four spheres is being used and how?https://www.youtube.com/watch?v=gH9dAXKtdu0 Presentation by Elaine Lorent