2. ELM
the team:

4. Agenda

5. Agenda
• Theory recap (how does it work?)
• Examples (involvement and drivers)
• What is your road? (central, peripheral or
both)
• Homework ;)

20. Central route

27. Peripheral route

30. Commercials
• http://www.youtube.com/watch?
v=ApIKJNuHMUM
• http://www.youtube.com/watch?
v=nGbO25Qrd8o&feature=fvsre

32. Which is which?

33. Which is which?
If you were the Brand manager of the next
model of Toyota, which route would you follow?

34. Which is which?
If you were the Brand manager of the next
model of Toyota, which route would you follow?
GO PERIPHERAL!

35. Which is which?
If you were the Brand manager of the next
model of Toyota, which route would you follow?
GO PERIPHERAL!
- constant battle for the viewers attention
before or between zapping => a TV ad

36. Which is which?
If you were the Brand manager of the next
model of Toyota, which route would you follow?
GO PERIPHERAL!
- constant battle for the viewers attention
before or between zapping => a TV ad
- emotional effect and brand loyalty

37. Which is which?
If you were the Brand manager of the next
model of Toyota, which route would you follow?
GO PERIPHERAL!
- constant battle for the viewers attention
before or between zapping => a TV ad
- emotional effect and brand loyalty
- great commercials that make people
http://www.youtube.com/watch?

39. Combined routes

41. ELM in ads and print but
works for Communication
Campaigns too
One day without

42. ELM in ads and print but
works for Communication
Campaigns too
• Awareness
• Repetition
• Right endorsement
One day without
http://www.youtube.com/watch?v=tUSTOe-

44. Food for thought
http://www.youtube.com/watch?
v=PlkNpcRbmB8&feature=youtube
_gdata_player

45. Thank you