This document discusses issues with traditional approaches to testing advertising. It argues that research focusing only on what consumers say they remember or think of an ad can be misleading, as most decision-making and responses to ads occur unconsciously. The document advocates evaluating ads based more on observed consumer behaviors like smiles or discussions, rather than conscious responses. It also questions common assumptions that underlie advertising testing, such as the idea that ads must communicate verbal messages or that consumers process ads in a rational, high-involvement way. Overall, the document promotes more creative approaches to advertising that elicit emotional responses over rational ones.
a new copy testing research tool for measuring advertising effectiveness. A fresh approach to advertising research and communications testing by MM-Eye
Presenter: Larry Asher, Worker Bees, SVC, Principal
We live in an information economy, right? Then why do so many people churn out boring, dense, indecipherable, and worthless information via the endless stream of horrid PowerPoints we’re forced to sit through most days? There’s another way, and you can learn it in 40 minutes at this session. We’ll show you what good storytelling, cleanly designed slides, and compelling presentation support is supposed to look like. You’ll also learn about what The Wave — that thing people do at football and baseball stadiums — has to do with dreadful presentations. Now, of course, you aren’t an offender and your PowerPoint and Keynote decks are just fine. So bring some bullet-point addict you know who really needs this. You’ll be doing us all a favor.
A talk on the challenges facing market research, especially qualitative research, in an era of ROI.
Is qual actually helping us make better decisions? Or has it failed to keep up with the world around it?
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
a new copy testing research tool for measuring advertising effectiveness. A fresh approach to advertising research and communications testing by MM-Eye
Presenter: Larry Asher, Worker Bees, SVC, Principal
We live in an information economy, right? Then why do so many people churn out boring, dense, indecipherable, and worthless information via the endless stream of horrid PowerPoints we’re forced to sit through most days? There’s another way, and you can learn it in 40 minutes at this session. We’ll show you what good storytelling, cleanly designed slides, and compelling presentation support is supposed to look like. You’ll also learn about what The Wave — that thing people do at football and baseball stadiums — has to do with dreadful presentations. Now, of course, you aren’t an offender and your PowerPoint and Keynote decks are just fine. So bring some bullet-point addict you know who really needs this. You’ll be doing us all a favor.
A talk on the challenges facing market research, especially qualitative research, in an era of ROI.
Is qual actually helping us make better decisions? Or has it failed to keep up with the world around it?
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
You dont have to wait for things to happen... You have the power to make things happen! The Art of Selling describes the basics of how you can persuade people more effectively, more ethically, and more often. Youll also discover that there is virtually nothing on earth that brings as much personal satisfaction as being able to save another person time, money, or frustration because of the goods, products, and services you have to offer.
The communications industry is in a period of massive change. It is a time when more than ever, we need to be grounded in an understanding of people’s evolving behaviour and needs. But at this moment of opportunity the industry is waking up to the fact that instead of leading the way, a lot of qualitative research is based on faulty assumptions, has not kept up with cultural change or scientific learning about how the brain works, and may actually be hindering success. This is not the fault of researchers: most companies use market research poorly and don’t ask for innovation in research. But this situation runs the risk of damaging qualitative research’s value and credibility at a time when it is most needed; and researchers, clients, and agencies need to work together to win that credibility back.
A look at emerging trends in content. This is the latest version which was delivered at Content Strategy Philly, May 24th, 2016. Premiered at Content Camp + PodCamp Philly on September 19th, 2015.
Jorge Soto and Steli Efti at French Tech Hub in San Francisco, CA 2015Jorge Soto
Jorge Soto and Steli Efti present at the French Tech Hub in San Francisco, CA for French entrepreneurs.
Steli Efti was a YCombinator alumni and Jorge Soto was an early MoPub employee that ran inside sales for MoPub and went to Twitter via the acquisition.
Persuasion: 6 Ways to Influence People (and how to say no)Yee Pam
We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
How to Find the ONE Consumer Insight to Transform Your BrandAustin_AMA
For Austin AMA's December 2015 luncheon, marketing and advertising veteran, Rob Malcolm talked about how to find the consumer insights that will transform your brand and your business. Published with the permission of the speaker. Copyright: Rob Malcolm 2015
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
You dont have to wait for things to happen... You have the power to make things happen! The Art of Selling describes the basics of how you can persuade people more effectively, more ethically, and more often. Youll also discover that there is virtually nothing on earth that brings as much personal satisfaction as being able to save another person time, money, or frustration because of the goods, products, and services you have to offer.
The communications industry is in a period of massive change. It is a time when more than ever, we need to be grounded in an understanding of people’s evolving behaviour and needs. But at this moment of opportunity the industry is waking up to the fact that instead of leading the way, a lot of qualitative research is based on faulty assumptions, has not kept up with cultural change or scientific learning about how the brain works, and may actually be hindering success. This is not the fault of researchers: most companies use market research poorly and don’t ask for innovation in research. But this situation runs the risk of damaging qualitative research’s value and credibility at a time when it is most needed; and researchers, clients, and agencies need to work together to win that credibility back.
A look at emerging trends in content. This is the latest version which was delivered at Content Strategy Philly, May 24th, 2016. Premiered at Content Camp + PodCamp Philly on September 19th, 2015.
Jorge Soto and Steli Efti at French Tech Hub in San Francisco, CA 2015Jorge Soto
Jorge Soto and Steli Efti present at the French Tech Hub in San Francisco, CA for French entrepreneurs.
Steli Efti was a YCombinator alumni and Jorge Soto was an early MoPub employee that ran inside sales for MoPub and went to Twitter via the acquisition.
Persuasion: 6 Ways to Influence People (and how to say no)Yee Pam
We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
How to Find the ONE Consumer Insight to Transform Your BrandAustin_AMA
For Austin AMA's December 2015 luncheon, marketing and advertising veteran, Rob Malcolm talked about how to find the consumer insights that will transform your brand and your business. Published with the permission of the speaker. Copyright: Rob Malcolm 2015
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
Rise consumer rise - Understanding Omni-Channel Marketing And The Six Critica...Sean Nicholson
This presentation was given at the 2016 Business Communicators Summit (BCS) hosted by the Kansas City chapter of the International Association of Business Communicators (IABC). The summit took place on February 9, 2016.
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.
Flourish Creative is a brand experience agency that understands live audiences. In the first of a series of interactive breakfast events, consumer behaviour expert Philip Graves hosted a discussion on the role the unconscious mind plays in dissecting marketing messages.
Discussion around how to improve the way you engage with your customers to increase wallet share and reduce churn. The twist is to take advantage of the window of opportunity that 2 seconds when the customer is on your website, on a call, chatting with a teller.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
KEYNOTE: Swipe. Click. Binge. Repeat. What Happens When Performance Marketing...Hanapin Marketing
With more content available than ever before, consumers are inundated with choices for how and where they spend their time. But this unlimited content presents a challenge for marketers: consumer attention is now fractured across different sites, apps, devices, and platforms. By using the latest in research, JD will reveal how marketers can break through the noise and find growth in a digitally distracted world.
Swipe. Click. Binge. Repeat. What Happens When Performance Marketing Isn't En...JD Prater
With more content available than ever before, consumers are inundated with choices for how and where they spend their time. But this unlimited content presents a challenge for marketers: consumer attention is now fractured across different sites, apps, devices, and platforms. By using the latest in research, JD will reveal how marketers can break through the noise and find growth in a digitally distracted world.
Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
In this presentation we explore some of the reasons why brand personality is so important in today's competitive environment, what brand personality is and some of the many ways to capture that personality visually.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Creative testing (Updated) for Aiim Industry MeetUp 24 jan2015
1. Adver&sing
Tes&ng
A
lonely
voice
from
those
who
create
adver&sements
(Updated
for
Aiim’s
Industry
MeetUp
Jan.
24,
2015)
By
Vu
Minh
San
Planning
Director
5. I
have
the
same
belief
Research
is
an
aid
to
judgment
not
a
subs&tute.
There’s
no
subs&tute
for
sound
crea&ve
judgment.
Source:
Tes-ng
to
Destruc-on
6. Beware!
Market
research
can
establish
beyond
the
shadow
of
a
doubt
that
the
egg
is
a
sad
and
sorry
product
and
that
it
obviously
will
not
con-nue
to
sell.
Because
aDer
all,
eggs
won’t
stand
up
by
themselves,
they
roll
too
easily,
are
too
easily
broken,
require
special
packaging,
look
alike,
are
difficult
to
open,
[and]
won’t
stack
on
the
shelf.”
–
Robert
Pliskin
(1963)
11.
Therefore,
when
someone
says
to
you,
“You
are
allowing
your
emo-ons
to
cloud
your
ra-onal
decisions”,
they
are
exactly
right.
12. Which
would
you
choose?
Professor
Timothy
Wilson’s
experiment
Source:
Brain.
Behavior.
Story.
13. Merely
asking
people
to
explain
why
they
prefer
one
item
over
another
leads
them
to
make
poor
choices
because…
No
one
wants
to
feel
stupid
defending
his
or
her
choice
14. …all
decision
making
is
founded
in
the
emo-ons,
that
most
of
what
is
stored
in
our
brains
and
influences
our
behavior
is
not
easily
accessible
to
consciousness,
and
that
our
“adap-ve
unconscious”
(Wilson
2002)
is
con-nually
responsive
to
signals
of
which
we
remain
consciously
unaware.
15. My
favorite
moderator’s
verba&m
“Consumers
in
the
South
are
very
“hời
hợt”
(when
watching
adver-sing)
That’s
why
I
love
running
crea-ve
tes-ng
FGDs
with
consumers
in
the
North
be]er”
–
Anonymous
well-‐known
local
researcher
17. The
informa6on
processing
model
of
adver6sing
Based
on
following
assump&ons:
• For
any
ad
to
be
effec&ve,
it
must
communicate
informa&on
about
the
product
• Respondents
must
be
able
to
play
back
the
correct,
verbal
‘message’
• To
be
successful,
any
ad
must
be
‘believed’
and
‘understood’
Source:
50
Years
using
the
wrong
model
of
TV
adver-sing
21. Television
as
Low
Involvement
Herb
Krugman’s
theory:
TV
viewers
are
not
par&cularly
involved
by
TV
adver&sing
but
that
rather
they
watched
it
in
a
passive
“low-‐
involvement”
state
of
mind.
AND
TV
is
a
holis&c
experience.
Source:
Market
Research:
The
Wrong
Measure
22.
23. Good
news
for
those
who
believe
in
crea&vity
For
3
reasons:
1. Low
involvement
is
not
switched
on
and
off
at
will
like
high
involvement
processing.
It
goes
on
all
the
&me
2. Low
involvement
is
not
selec&ve
3. Low
involvement
is
extremely
powerful
Source:
Market
Research:
The
Wrong
Measure
24. The
case
of
Heineken
TVCs
“Refreshes
the
parts
other
beers
cannot
reach.”
“Quando,
quando”
29. “Measuring
responses
to
adver-sing
cannot
be
a
ma]er
of
asking
people
what
they
remember,
or
what
they
think
about
the
adver-sing,
because
overtly
conscious
responses
like
these
are
likely
to
be
misleading.
Research
interpreta-ons
must
be
based
less
on
what
people
say,
and
more
on
how
they
behave,
ranging
from
whether
they
smile,
laugh,
or
chat
animatedly
about
the
ad,
to
whether
they
show
an
increased
preference
for
the
brand.”
–
Robert
Heath
&
Paul
Feldwick
2007
30.
“There’s
no
direct
link
between
Purchase
inten-on
and
Ad
recall”
(Stephen
King)
31. Saleability
People
may
like
the
TVC
a
lot
but
they
(especially
non-‐users)
will
NOT
run
to
a
store
and
buy
the
product
immediately.
So,
the
role
of
adver&sing
is
mainly
to
enhance
brand’s
saleabilty
35. If
people
don’t
get
the
name
of
the
brand
that’s
talking
to
them,
the
adver-sing
is
a
waste
of
money.
But
branding
is
not
to
be
confused
with
logo
size,
packshots
and
the
number
of
brand
men-ons.
This
is
mechanical
branding.
Genuine
branding
runs
all
the
way
through
the
idea:
the
role
the
brand
plays
and
the
idea
itself.
If
a
brand
owns
a
strong
enough
adver-sing
idea,
the
idea
itself
is
a
branding
device.
Source:
Shared
Beliefs
36. Kangaroo
TVC
If
you
ran
naked
down
the
street,
you’d
be
no&ced,
but
it
would
do
likle
towards
building
a
long-‐term
rela&onship.
37. According
to
Millward
Brown,
showing
the
brand
for
longer
or
more
frequently
does
not
help
increase
brand
integra&on.
We
observe
that
it
is
the
quality
of
brand
integra6on
that
is
linked
to
the
key
crea&ve
idea,
thereby
propelling
the
most
effec&ve
adver&sing.
45. “We
now
inhabit
a
world
in
which
most
brands
in
most
categories
approach
most
problems
by
asking
the
same
people,
the
ques-ons,
in
the
same
way.”
–
Jim
Carroll
50. Watch
out
when
you
hear
these
ques&ons/requests
• What
are
the
things
you
DON’T
like
about
the
idea/
commercial?
• How
would
you
(consumers)
like
to
fix
or
improve
the
commercial?
• Please
tell
us
what
is
your
overall
liking
toward
the
background
music
(also
character’s
hair
style,
color
of
the
ice
cream
scoop
that
the
character
is
holding,
the
font
type
used
for
the
slogan…)
in
this
ad?
• Why
do
you
like
the
commercial?
• Can
you
choose
the
commercial
you
like
best
(among
the
ones
you
were
shown)
and
explain
why?
• Can
you
test
a
stealoma-c
(which
costs
about
300-‐500usd)?
Oh,
btw,
please
take
out
all
narra&on
in
the
stealoma-c
and
make
it
30-‐sec
long.
• Let’s
test
our
anima&cs
against
finished
films!
51. How
oqen
you
see
the
agency
sta&ng
the
objec&ves
of
pre-‐tes&ng
an
ad
like
this?
Company
A
Brand
A
52. How
we
move
forwards
together
• Make
sure
you’ve
already
used
research
to
iden&fy
more
powerful
&
insighrul
things
to
say
about
your
brand
instead
of
using
it
to
tweak
crea&ve
execu&ons
that
don’t
say
anything
worthwhile.
• Always,
always
start
with
a
brief
to
make
sure
all
par&es
are
clear
about
what
the
ad
is
trying
to
achieve!
• Be
clear
about
the
role
of
the
adver&sing
and
think
long-‐term
• Make
sure
your
research
agency
clearly
understanding
the
crea&ve
work,
which
can
only
be
achieved
through
discussing
with
your
ad
agency
before
the
research
happens
• Qualita&ve
crea&ve
tests
are
good
for
disaster
check
and
exploring
insights
to
improve
the
idea
• Have
an
eye
on
what’s
new
in
the
market
• FINALLY,
stay
open-‐minded
-‐
don’t
let
your
past
experience
(though
how
successful
you
were)
become
formulas
for
crea&ve
(from
my
recent
observa&on,
young
&
less-‐experienced
marketers
tend
to
buy
beker
ideas)
54. Reference
Books
Descartes’
Error:
Emo-on,
Reason,
and
the
Human
Brain
by
Antonio
Damasio
Tes-ng
to
Destruc-on:
A
Cri-cal
Look
at
The
Uses
of
Research
in
Adver-sing
by
Alan
Hedges
Ogilvy
&
Mather
Publishing
Brain.
Behavior.
Story.
by
Christopher
Graves
2014
Papers
&
Ar6cles
50
Years
of
Using
the
Wrong
Model
of
Adver-sing
by
Robert
Heath
and
Paul
Feldwick
Is
Research
Killing
Adver-sing?
by
Simon
Silvester
Market
Research:
The
Wrong
Measure
by
Robert
Heath
Why
Do
All
Our
Ads
Look
The
Same?
By
Jim
Carroll