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Ara2011mercantiguerin(2)

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lien entre la publicité et la surprise. Illustrations et panorama des stratégies de marque.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  1. 1. Maria Mercanti-Guérin Maître de conférences en sciences de gestion Conservatoire national des arts et métiers [email_address] Twitter :@mercantiguerin http://mariamercantiguerin.e-monsite.com/ LA PLACE DE LA SURPRISE DANS LA CREATIVITE APPLICATION A LA PUBLICITE
  2. 2. Agenda <ul><ul><li>I La surprise en publicité : de l’amusement à l’effroi </li></ul></ul><ul><ul><ul><li>La surprise : amusement et vieilles recettes </li></ul></ul></ul><ul><ul><ul><ul><li>Stimuli absurdes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Stimuli sarcastiques </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Stimuli allégoriques </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Stimuli de suspense </li></ul></ul></ul></ul><ul><ul><ul><li>La surprise : stupeur et tremblements </li></ul></ul></ul><ul><ul><ul><ul><li>Stimuli choquants </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Stimuli effrayants </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Shockvertising et nouveaux positionnements </li></ul></ul></ul></ul><ul><ul><ul><li>Synthèse </li></ul></ul></ul><ul><ul><li>II La surprise : une composante de la créativité publicitaire </li></ul></ul><ul><ul><ul><li>La créativité publicitaire : un concept multi-dimensionnel </li></ul></ul></ul><ul><ul><ul><li>Une redécouverte du marché </li></ul></ul></ul><ul><ul><ul><li>Influence sur l’attention, les attitudes et par dimension </li></ul></ul></ul><ul><ul><ul><li>Synthèse </li></ul></ul></ul><ul><ul><li>Et demain ? la surprise virale </li></ul></ul>
  3. 3. I La surprise en publicité : de l’amusement à l’effroi
  4. 4. La surprise en publicité : de l’amusement à l’effroi <ul><li>La surprise en publicité, de l’amusement à l’effroi </li></ul><ul><ul><li>La surprise est une émotion bivalente </li></ul></ul><ul><ul><ul><li>Négative dans le cas de certains stimuli publicitaires </li></ul></ul></ul><ul><ul><ul><li>Positive grâce à des mécaniques comme l’humour, la métaphore, le suspens </li></ul></ul></ul><ul><ul><li>La surprise : un amusement </li></ul></ul><ul><ul><ul><li>Définition : «  une propension à redéfinir une activité d'une façon imaginative, non sérieuse et métaphorique, ce qui améliore la joie intrinsèque, l'implication et la satisfaction  » (Glynn et Webster, 1992). </li></ul></ul></ul><ul><ul><ul><li>Influence sur le comportement : positive du fait de la résolution de l’incongruité, décryptage du « jeu publicitaire », éveil du consommateur et valeur d’attention </li></ul></ul></ul>
  5. 5. La surprise : amusement et « vieilles » recettes (1) <ul><li>Les stimuli absurdes </li></ul><ul><ul><li>Attention, diminution des contre-arguments , traitement de l’information extensif </li></ul></ul><ul><ul><ul><li>RECETTE 1 : à n’utiliser que lorsque la catégorie de produit est perçue négativement par le consommateur </li></ul></ul></ul>
  6. 6. La surprise : amusement et « vieilles » recettes (2) <ul><li>Les stimuli sarcastiques ou l’humour social </li></ul><ul><ul><li>Sentiment de supériorité </li></ul></ul>Surprise Attitude à l’égard de l’annonce Attitude à l’égard de la marque Facilité de résolution <ul><li>Recette 2 : plus la résolution est facile, moins la surprise a un effet positif sur l’attitude à l’égard de l’annonce et de la marque </li></ul>
  7. 7. La surprise : amusement et « vieilles » recettes (3) <ul><li>Les stimuli allégoriques, anthropomorphiques ou hyperboliques </li></ul><ul><ul><li>Juxtaposer des images incongrues aux relations illogiques </li></ul></ul><ul><ul><ul><li>Recette 3 : à utiliser pour développer la mémorisation </li></ul></ul></ul>
  8. 8. La surprise : amusement et « vieilles recettes » (4) <ul><li>Les stimuli du suspense </li></ul><ul><ul><li>Émotion et activité cognitive déclenchées par l’incertitude liée à un évènement inachevé </li></ul></ul><ul><ul><li>Une émotion ambivalente : espoir-peur </li></ul></ul><ul><ul><li>Une mécanique : une personne ou une situation à laquelle on s’attache, un conflit, une tension dramatique </li></ul></ul>Recette (4) : permet de maintenir l’attention durant l’exposition (périodes médias encombrées), a une influence positive sur l’annonce, détournement de l’attention sur l’exécution et ce, au détriment de la marque
  9. 9. La surprise : stupeur et tremblements (1) <ul><li>Les stimuli choquants </li></ul><ul><ul><li>Déviance par rapport à la norme, routes de persuasion cognitives et affectives </li></ul></ul>Recette 1 : à utiliser pour améliorer la mémorisation du message Réactions affectives déclenchées par l’annonce Traitement de l’information
  10. 10. La surprise : stupeur et tremblements (2) <ul><li>Les stimuli effrayants ou le shockvertising des causes sociales </li></ul><ul><ul><li>La peur-surprise développe la motivation à se protéger </li></ul></ul><ul><ul><li>Littérature contradictoire sur les mécanismes de persuasion : </li></ul></ul><ul><ul><ul><li>Emotions négatives </li></ul></ul></ul><ul><ul><ul><li>Contenu du message </li></ul></ul></ul><ul><ul><ul><li>Courbe en V inversée : trop forte peur, diminution de la persuasion - INCONGRUITE </li></ul></ul></ul>Recette 2 : savoir doser la surprise pour maximiser la persuasion Objectif : faire gagner le message en crédibilité , route centrale de la persuasion
  11. 11. La surprise : stupeur et tremblements (3) <ul><li>Le shockvertising des nouveaux positionnements </li></ul><ul><ul><li>Les marques installées cherchent à se revitaliser en adoptant de nouveaux codes </li></ul></ul><ul><ul><li>Différents niveaux de surprise : par rapport au secteur, par rapport au positionnement antérieur de la marque </li></ul></ul>Recette 3 Adapter sa stratégie de «  surprise revitalisante  » au langage de sa cible
  12. 12. Synthèse <ul><li>Un concept mais plusieurs mécaniques créatives </li></ul><ul><li>A chaque mécanique, une réflexion sur : </li></ul><ul><ul><li>La valence des stimuli surprenants </li></ul></ul><ul><ul><li>L’intensité de la surprise </li></ul></ul><ul><li>La prise en compte des variables modératrices </li></ul><ul><ul><li>L’opinion à l’égard du secteur </li></ul></ul><ul><ul><li>Le positionnement de la marque </li></ul></ul><ul><ul><li>La stratégie média </li></ul></ul><ul><li>Une littérature contradictoire </li></ul><ul><ul><li>Concernant les stimuli surprenants et négatifs </li></ul></ul><ul><ul><li>Concernant les routes de persuasion empruntées par la surprise </li></ul></ul>
  13. 13. II La surprise est-elle une composante de la créativité publicitaire ?
  14. 14. La créativité publicitaire : un concept multidimensionnel <ul><li>La créativité produit : </li></ul><ul><ul><li>Nouveauté </li></ul></ul><ul><ul><li>Esthétique </li></ul></ul><ul><ul><li>Complexité </li></ul></ul>Cette publicité est surprenante Cette publicité est nouvelle Cette publicité est originale UNE ATTENTION RENOUVELEE SUR LA MESURE DE LA CREATIVITE DE LA PART DES PRATICIENS ET DES CHERCHEURS UN CONCEPT QUI SORT DU DOMAINE DES EXPERTS Nouveauté par rapport au secteur ou dans l’absolu Définition : la créativité est une nouveauté utile et pertinente (Stoke, 1999) Plus de 1000 consommateurs interrogés
  15. 15. La créativité publicitaire : une redécouverte du marché <ul><li>Un constat : </li></ul><ul><ul><li>Les publicités créatives distinguées par les prix publicitaires ( Award ) ont de faibles performances commerciales </li></ul></ul><ul><li>L’obsession de la créativité </li></ul><ul><ul><li>La disruption </li></ul></ul><ul><ul><li>Le Branding … </li></ul></ul><ul><ul><ul><li>PROTECTION CONTRE UN DISCOURS CENTRE SUR L’ACHAT A LA PERFORMANCE </li></ul></ul></ul><ul><ul><ul><li>LA CREATIVITE TELLE QU’ELLE EST PERCUE PAR LE CONSOMMATEUR EST EFFICACE SUR L’ATTENTION ET LES ATTITUDES </li></ul></ul></ul>
  16. 16. Influence de la créativité publicitaire sur l’attention <ul><li>Mesure des variables d’attention </li></ul><ul><ul><li>Cognitions Marque et Annonce </li></ul></ul><ul><ul><li>Auto-codage des répondants </li></ul></ul>Créativité Cognitions annonce + Esthétique - Cognitions marque Complexité Cognitions Marque négatives +
  17. 17. Influence de la créativité publicitaire sur l’attitude annonce et marque Créativité Aad Créativité Ab Complexité Aad Opinion Négative secteur + +
  18. 18. Nouveauté-Esthétique <ul><li>Supériorité de la combinaison </li></ul><ul><li>« Nouveauté -Esthétique » </li></ul><ul><li>sur l ’attitude à l’égard de la publicité </li></ul>Nouveauté-Esthétique-Complexité <ul><li>Supériorité de la combinaison </li></ul><ul><li>« Nouveauté-Esthétique-Résolution » </li></ul><ul><li>sur l’attitude à l’égard de la marque </li></ul>Complexité <ul><li>Résultats les moins favorables </li></ul><ul><li>aussi bien sur l ’attitude à l ’égard de la marque , </li></ul><ul><li>que l ’attitude à l’égard de la publicité </li></ul><ul><li>pour la dimension «Complexité  » </li></ul>Dimensions prises au global, deux à deux ou isolément Adjoindre à la surprise, l’esthétique et la complexité modérée
  19. 19. Synthèse <ul><li>Le concept de surprise enrichi par d’autres dimensions permet : </li></ul><ul><ul><li>Une diminution des contre-arguments </li></ul></ul><ul><ul><li>Une voie pour sortir de son schéma de référence (ancien positionnement, secteur évalué négativement) </li></ul></ul><ul><ul><li>Une meilleure différenciation de la marque </li></ul></ul><ul><ul><li>Un sens donné à l’esthétique </li></ul></ul><ul><ul><ul><li>Esthétique incongrue – centralité de l’esthétique pour certaines marques </li></ul></ul></ul><ul><ul><li>Une valeur importante donnée au message publicitaire </li></ul></ul><ul><ul><ul><li>Importance des ressources affectées au décodage du message-valeur du message </li></ul></ul></ul>
  20. 20. Recommandations managériales
  21. 21. ILLUSTRATIONS (1) Connivence avec le consommateur et investissements média SAGA INVESTISSEMENTS ENTRETIEN DE LA SURPRISE DANS LE TEMPS
  22. 22. Illustrations (2) Ne pas utiliser la créativité comme un one shot Problème : en rester prisonnier
  23. 23. Illustrations (3) Modérer la complexité et s’assurer d’un taux de répétition média suffisant
  24. 24. Illustrations (4) Utiliser la surprise de manière pertinente en lien avec le produit OUI
  25. 25. Illustrations (4bis) Non
  26. 26. Illustrations (5) Ne pas craindre d’utiliser des stimuli négatifs et ne pas heurter son cœur de cible OUI Pas sûr Moyenne d’âge de la première cigarette : 13 ans
  27. 27. Illustrations (6) Eviter les codes esthétiques trop éloignés de l’univers de la marque Quelle crédibilité ? Greenwashing ?
  28. 28. Recommandations managériales <ul><li>Connivence avec le consommateur et investissements média </li></ul><ul><li>Ne pas utiliser la créativité comme un One-Shot </li></ul><ul><li>Modérer la complexité et s’assurer d’un taux de répétition média suffisant </li></ul><ul><li>Utiliser la surprise de manière pertinente en lien avec le produit </li></ul><ul><li>Ne pas craindre d’utiliser des stimuli négatifs et ne pas heurter son cœur de cible </li></ul><ul><li>Eviter les codes esthétiques trop éloignés de l’univers de la marque </li></ul>
  29. 29. ET DEMAIN ? <ul><li>Une surprise virale pour pénétrer les réseaux sociaux </li></ul><ul><ul><li>Adjonction du pouvoir viral à la créativité </li></ul></ul><ul><ul><li>UNE PUBLICITE CREATIVE EST UNE PUBLICITE QUI SE PARTAGE </li></ul></ul><ul><ul><ul><li>Réalité augmentée </li></ul></ul></ul><ul><ul><ul><li>Co-création </li></ul></ul></ul><ul><ul><ul><li>Vidéo in print </li></ul></ul></ul><ul><ul><ul><li>Time Sharing </li></ul></ul></ul><ul><ul><ul><li>Jeux-concours sur les réseaux </li></ul></ul></ul><ul><ul><ul><li>Transmedia </li></ul></ul></ul>Penser contenu plus que mécanique
  30. 30. TIPP-EX 42 films « CGU » Un consommateur surprit que la marque lui réponde …enfin !
  31. 31. Merci de votre attention
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