HOW ADVERTISING SELLS Tim Broadbent Global Effectiveness Director, Ogilvy & Mather Beijing
A brief history of advertising
 
 
Albert Lasker
 
Albert Lasker <ul><li>“ I told that gentleman that I would make him rich.” </li></ul>
Ray Rubicam
Ray Rubicam <ul><li>“ The only purpose of advertising is to sell. </li></ul><ul><li>It has no other justification worth me...
Bill Bernbach
Bill Bernbach <ul><li>“ Anybody in advertising who doesn`t say his purpose is to sell that piece of merchandise is a phone...
David Ogilvy
David Ogilvy <ul><li>“ We sell  –  or else. ” </li></ul>
<ul><li>“ I have seen one mail-order advertisement sell, not twice as much, not three times as much, but 19 ½ times as muc...
Advertising does work – but how?
What leads to the brand decision? Advert Decision ?
How advertising works: the old model First advertising creates which leads to then to and finally to purchase A wareness I...
Many similar influence models <ul><li>AIDA: Attention, interest, desire, action. </li></ul><ul><li>STARCH: See, read, reme...
All assume conscious ad awareness <ul><li>AIDA: Attention, interest, desire, action. </li></ul><ul><li>STARCH: See, read, ...
AIDA led to `engagement` approach <ul><li>Put an interesting creative idea at the beginning of the commercial </li></ul><u...
Ad awareness necessary first step Advert Decision Awareness of the sales message Active consideration of product benefits
What is `attention`? <ul><li>A conscious mental activity </li></ul><ul><li>Level of attention = how much cognitive resourc...
TV is a  low attention  medium <ul><li>We don`t watch TV like this! </li></ul><ul><li>Experiments with cameras hidden insi...
AIDA assumes… <ul><li>Consumers are passive and empty-headed </li></ul>
AIDA assumes… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of cons...
But… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of conscious men...
Therefore… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of conscio...
AIDA cannot explain cases like this <ul><li>`Reassuring expensive` campaign for Stella Artois launched in 1982 </li></ul><...
Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not...
Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not...
Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not...
Without emotions, no decisions <ul><li>`Reason may not be as pure as most of us think. Emotions and feelings are emeshed i...
We decide emotionally first
Product preference tested `blind` Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference
Branded product preference Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference
Neural scans during blind/branded tests
Emotional processing is very fast
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul>
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul>
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul...
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul...
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul...
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul...
How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul...
The best psychological model Advert Decision Sub and semi-conscious thinking Attentive, conscious thinking: Overt attitude...
In-market effectiveness evidence <ul><li>1,250+ case histories of successful campaigns in all media </li></ul><ul><li>From...
If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul>
If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul><ul><...
If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul><ul><...
Give the facts for direct response
But emotive ads build stronger brands Source : Binet, Les and Field, Peter:  Marketing in the Era of Accountability , 2007
And outperform on all other metrics % of highly successful campaigns  Source : Binet, Les and Field, Peter:  Marketing in ...
THANK YOU
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How Advertising Sells

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A Miami ad School/ESPM em parceria com a Ogilvy realizou o II Pocket Seminário Internacional Ogilvy de Planejamento Estratégico, no dia 18 de maio às 19h30, no auditório Philip Kotler, em São Paulo.

Para falar especialmente sobre como funciona a propaganda em suas diversas linhas, que vão do marketing a psicologia, foi convidado o presidente de Planejamento da Ogilvy para Ásia e Pacífico, Tim Broadbent.

O objetivo dessa segunda edição do evento é manter os participantes atualizados sobre as tendências, e planejamento estratégico voltados para o mercado de publicidade. Para isso, Broadbent fez uma análise sobre como novos aprendizados em disciplinas como in-marketing effectiveness, neurociência e psicologia sugerem a necessidade de que o mercado, mais uma vez, repense em como funciona a propaganda.

Tim Broadbent é formado em Filosofia e Metafísica, tem uma carreira consistente em propaganda, tendo passado por agências como Y&R e Saatch & Saatchi. Único profissional no mundo a receber dois Grand Prix no IPA Effectiveness Awards, atualmente trabalha no escritório que fica em Pequim, China, e é engajado em vários grupos de planejamento em diferentes países.

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How Advertising Sells

  1. 1. HOW ADVERTISING SELLS Tim Broadbent Global Effectiveness Director, Ogilvy & Mather Beijing
  2. 2. A brief history of advertising
  3. 5. Albert Lasker
  4. 7. Albert Lasker <ul><li>“ I told that gentleman that I would make him rich.” </li></ul>
  5. 8. Ray Rubicam
  6. 9. Ray Rubicam <ul><li>“ The only purpose of advertising is to sell. </li></ul><ul><li>It has no other justification worth mentioning.” </li></ul>
  7. 10. Bill Bernbach
  8. 11. Bill Bernbach <ul><li>“ Anybody in advertising who doesn`t say his purpose is to sell that piece of merchandise is a phoney.” </li></ul>
  9. 12. David Ogilvy
  10. 13. David Ogilvy <ul><li>“ We sell – or else. ” </li></ul>
  11. 14. <ul><li>“ I have seen one mail-order advertisement sell, not twice as much, not three times as much, but 19 ½ times as much merchandise as another ad for the same product.” </li></ul>
  12. 15. Advertising does work – but how?
  13. 16. What leads to the brand decision? Advert Decision ?
  14. 17. How advertising works: the old model First advertising creates which leads to then to and finally to purchase A wareness I nterest D esire A ction AIDA, origin of all `purchase funnels`
  15. 18. Many similar influence models <ul><li>AIDA: Attention, interest, desire, action. </li></ul><ul><li>STARCH: See, read, remember, act upon. </li></ul><ul><li>DAGMAR: Awareness, comprehension, conviction, action. </li></ul><ul><li>AIETA: Awareness, interest, evaluation, trial, adoption. </li></ul>
  16. 19. All assume conscious ad awareness <ul><li>AIDA: Attention, interest, desire, action. </li></ul><ul><li>STARCH: See, read, remember, act upon. </li></ul><ul><li>DAGMAR: Awareness, comprehension, conviction, action. </li></ul><ul><li>AIETA: Awareness, interest, evaluation, trial, adoption. </li></ul>
  17. 20. AIDA led to `engagement` approach <ul><li>Put an interesting creative idea at the beginning of the commercial </li></ul><ul><li>This is designed to get the viewer`s attention </li></ul><ul><li>Then the brand and `message` are put at the end </li></ul>
  18. 21. Ad awareness necessary first step Advert Decision Awareness of the sales message Active consideration of product benefits
  19. 22. What is `attention`? <ul><li>A conscious mental activity </li></ul><ul><li>Level of attention = how much cognitive resource is deployed </li></ul><ul><li>How much conscious thinking goes on when a TV ad is being processed? </li></ul>
  20. 23. TV is a low attention medium <ul><li>We don`t watch TV like this! </li></ul><ul><li>Experiments with cameras hidden inside the TV set show we hardly watch the screen at all </li></ul>
  21. 24. AIDA assumes… <ul><li>Consumers are passive and empty-headed </li></ul>
  22. 25. AIDA assumes… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of conscious mental events before they buy something </li></ul>
  23. 26. But… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of conscious mental events before they buy something </li></ul><ul><li>But our minds don`t work like that!* </li></ul><ul><li>*AIDA was invented in the 1880s – long before psychology, neuro-science or in-market effectiveness studies </li></ul>
  24. 27. Therefore… <ul><li>Consumers are passive and empty-headed </li></ul><ul><li>They move through a linear sequence of conscious mental events before they buy something </li></ul><ul><li>But our minds don`t work like that! </li></ul><ul><li>Therefore advertising doesn`t work like that either </li></ul>
  25. 28. AIDA cannot explain cases like this <ul><li>`Reassuring expensive` campaign for Stella Artois launched in 1982 </li></ul><ul><li>Highest quality rating on the market but negligible ad awareness: </li></ul>Castlemaine XXXX Stella Artois % % Ad awareness 29 4 Quality 19 45
  26. 29. Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not regard learning about them as important. Brand decisions tend to be made emotionally, not rationally. </li></ul>Source : Heath, Robert: The Hidden Power of Advertising , 2001
  27. 30. Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not regard learning about them as important. Brand decisions tend to be made emotionally, not rationally. </li></ul><ul><li>Because it is not seen as very important, most brand information is not actively sought but is passively absorbed. Brand advertising tends to be processed at low attention levels. </li></ul>Source : Heath, Robert: The Hidden Power of Advertising , 2001
  28. 31. Low Attention Processing builds brands <ul><li>Consumer regard most reputable brands as performing similarly and so do not regard learning about them as important. Brand decisions tend to be made emotionally, not rationally. </li></ul><ul><li>Because it is not seen as very important, most brand information is not actively sought but is passively absorbed. Brand advertising tends to be processed at low attention levels. </li></ul><ul><li>Low attention processing is a mix of semi-conscious and unconscious mental activity. We learn about brands without being aware we are learning. </li></ul>Source : Heath, Robert: The Hidden Power of Advertising , 2001
  29. 32. Without emotions, no decisions <ul><li>`Reason may not be as pure as most of us think. Emotions and feelings are emeshed in its networks.` </li></ul>
  30. 33. We decide emotionally first
  31. 34. Product preference tested `blind` Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference
  32. 35. Branded product preference Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference
  33. 36. Neural scans during blind/branded tests
  34. 37. Emotional processing is very fast
  35. 38. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul>
  36. 39. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul>
  37. 40. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul><ul><li>The more you trust it… </li></ul>
  38. 41. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul><ul><li>The more you trust it… </li></ul><ul><li>The less attention you pay to it… </li></ul>
  39. 42. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul><ul><li>The more you trust it… </li></ul><ul><li>The less attention you pay to it… </li></ul><ul><li>The more it affects you emotionally… </li></ul>
  40. 43. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul><ul><li>The more you trust it… </li></ul><ul><li>The less attention you pay to it… </li></ul><ul><li>The more it affects you emotionally… </li></ul><ul><li>The better it builds brand values and relationships… </li></ul>
  41. 44. How TV advertising creates strong brands <ul><li>The more emotive an ad… </li></ul><ul><li>The more you like it… </li></ul><ul><li>The more you trust it… </li></ul><ul><li>The less attention you pay to it… </li></ul><ul><li>The more it affects you emotionally… </li></ul><ul><li>The better it builds brand values and relationships… </li></ul><ul><li>But the worse it performs on awareness and recall tests! </li></ul>
  42. 45. The best psychological model Advert Decision Sub and semi-conscious thinking Attentive, conscious thinking: Overt attitude, counter argument Inattentive thinking: Covert brand-linked attitude change Source : Heath, Robert: Exploiting the Hidden Power of Emotive Advertising , Ogilvy Changchun Seminar, Jan `08
  43. 46. In-market effectiveness evidence <ul><li>1,250+ case histories of successful campaigns in all media </li></ul><ul><li>From UK and global </li></ul><ul><li>1980 to date </li></ul><ul><li>Classified in IPA dataBank, analysed for success factors </li></ul>
  44. 47. If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul>
  45. 48. If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul><ul><li>David Ogilvy thought so: </li></ul><ul><li>` Give the facts. Very few advertisements contain enough factual information to sell the product. There is a ludicrous tradition among copywriters that consumers aren`t interested in facts. Study the copy in the Sears, Roebuck catalogue: it sells a billion dollars` worth of merchandise every year by giving facts .` </li></ul>
  46. 49. If you really want advertising to sell <ul><li>Should you use the techniques developed in direct response? </li></ul><ul><li>David Ogilvy thought so: </li></ul><ul><li>` Give the facts. Very few advertisements contain enough factual information to sell the product. There is a ludicrous tradition among copywriters that consumers aren`t interested in facts. Study the copy in the Sears, Roebuck catalogue: it sells a billion dollars` worth of merchandise every year by giving facts .` </li></ul><ul><li>It is now known he was half right. </li></ul><ul><li>True, informative campaigns outperform emotive campaigns in stimulating direct response… </li></ul>
  47. 50. Give the facts for direct response
  48. 51. But emotive ads build stronger brands Source : Binet, Les and Field, Peter: Marketing in the Era of Accountability , 2007
  49. 52. And outperform on all other metrics % of highly successful campaigns Source : Binet, Les and Field, Peter: Marketing in the Era of Accountability , 2007
  50. 53. THANK YOU

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