Advertising’s New Medium : Human experience by Jeffrey F. Rayport

1. Advertising’sNew Medium:
Human experience
BY JEFFREY F. RAYPORT

2. Today’s Media inclined world
Advertising built on persuading through:
Interruption
Repetition
Intrusion
Brute ubiquity

3. 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

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.

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

6. Human Experience: The Social Sphere
Four principles:
• Be relevant in context
• Align with social goals of the customers
• Address their social needs
• Interaction between people

7. 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

8. 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

9. How to have a better customer-centric approach
and place ads in the four spheres ?
• Define objectives first from a consumes not an advertise, 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

10. Recap
 Wrong motives of today’s media inclined world
 Main motive of Media
 Spheres of human experience

11. ReferenceReference
 http://www.sparkawards.com/wp-content/uploads/2014/03/Experience3-72.jpg
 http://itcaustin.com/wp-content/uploads/2011/09/manitsrvc-300x185.jpg

12. Disclaimer
These slides were created by Piyush Panchal, IIT
Kanpur, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow