Occam's Razor for Huxley’s World ! Marcom needs ( and has the tools now) to evolve into an agile system in tune with its environment. It’s a brave new world.With smart TVs and devices.Large data lakes.Near universal digital footprints.Neuro-science tools to measure emotions ‘online’.Programmatic buying A world of Micro segments and micro moments.MarCom needs an Agile System !

1. MARCOM
EFFECTIVENESS
SYSTEM
FOR THE BRAVE NEW WORLD
Programmatic, Neuro , Agile etc. And The Kuleshov
Effect
muder.chiba@gmail.com

2. muder.chiba@gmail.com
What is The Kuleshov Effect
 The Kuleshov Effect is a film editing
technique that was recognised and
demonstrated by Russian filmmaker Lev
Kuleshov between 1910-1920 during his
montage experiments. These experiments
indicated the usefulness and effectiveness
of editing and formed the theoretical basis
of Soviet montage cinema. Films of this
movement include The Battleship
Potemkin.
 Kuleshov's original demonstration showed
an expressionless man intercut between
images of a bowl of soup, a girl, and a little
girl's coffin. Each time the shot of the
expressionless face was exactly the same,
but what the experiment showed was that
audiences bring their own emotional
reactions to the sequence. Source : http://boxcleverfilms.blogspot.in

3. muder.chiba@gmail.com
Hitchcock on the Effect…
 Alfred Hitchcock called this
technique “pure cinematics –
the assembly of film.” Sir
Hitchcock says that if a close-
up of a man smiling is cut with
a shot of a woman playing
with a baby, the man is
portrayed as “kindly” and
“sympathetic.” By the same
token, if the same shot of the
smiling man is cut with a girl in
a bikini, the man is portrayed
as “dirty.”

4. muder.chiba@gmail.com
The Kuleshov Effect-At the Core
 The consumer carries his
read/emotions from an
earlier visual into reading
meaning into the visual
 Context adds meaning
to the images.

5. muder.chiba@gmail.com
 Is the Kuleshov Effect relevant?
 If so, what are the implications for marketing
communications?
…And Marketing
Communications

6. muder.chiba@gmail.com
 Advertising appearing at a dramatic moment
during a soap episode .
 A banner ad wrapped around a headline story
about the home team loss.
 A mobile interruption.
 Relevant content reaching just before a critical
meeting.
 A funny visual just after the gory pictures of a
civilian disaster zone.
Or the reverse!
Sensory Load is Near-
Ubiquitous !

7. muder.chiba@gmail.com
 MarCom is surrounded by
visuals and communication -
programming or other content,
including other ads !
 This is even more apparent in
websites , social media and in
content-based marketing
This Clutter creates The Kuleshov Effect!

8. muder.chiba@gmail.com
MarCom Effectiveness is,
at least in part,
extrinsic to the execution per se

9. muder.chiba@gmail.com
 Is the Kuleshov Effect relevant?
 If so, what are the implications for
marketing communications?
 Creative
 Media
 Effectiveness Testing
…And Marketing
Communications

10. muder.chiba@gmail.com
Effectiveness
Media
Creative
It’s a brave new world.
With smart TVs and devices
Large data lakes
Near universal digital
footprints
Neuro-science tools to
measure emotions ‘online’
Programmatic buying
A world of Micro segments
and micro moments
Occam's Razor for Huxley’s
World
Marcom needs ( and has the
tools now) to evolve into an
agile system in tune with its
environment

11. muder.chiba@gmail.com
Effectiveness
Media
Creative
Current Practice
1.Test communication solo for
effectiveness
And/or
2.Test communication in ‘clutter’
of other ads for noticeability
Now
Test communication ‘in
context’ of likely content it will
be juxtaposed with.
Check ‘context’ using neuro-
science tools and feed in
real-time to media choice for
specific creative

12. muder.chiba@gmail.com
Effectiveness
Media
Creative
Current Practice
1 ‘large’ creative output or at
best a ‘campaign’ of 3 to 4
executions at a point in time.
Long process , low agility until
the ‘next big idea’…
Now
Create communication which
works ‘in context’ of likely
content it will be juxtaposed
with.
Multiple creatives around
central idea to work with the
contextual mood to get similar
desired consumer response

13. muder.chiba@gmail.com
Effectiveness
Media
Creative
Current Practice
Programmatic and non-
programmatic buys based on
specific creatives based on
‘content’ at best, and
reach/frequency .
Now
Media Apertures where
Creative
Content works ‘in context’ of
likely mood it will be
juxtaposed with to get desired
consumer response
Apertures initially to be
determined set until feed back
look sets in

14. muder.chiba@gmail.com
Effectiveness
Post Launch
Media
Creative
Current Practice
Track Metrics movement. Post-
facto feedback to inform future
creative/media strategy
Now
Feedback Loops using
Neuroscience and/or stated
response* based testing to
enable agile, almost-real-time
management of creative and
media apertures
*stated response to reduce agility/speed

15. muder.chiba@gmail.com
Effectiveness
Feedback
Loops
Media
Aperture
Agile
Creative
MarCom
Effectiveness
System
For The Brave New World

16. Market
Complexity
Informatio
n
Complexit
y
muder.chiba@gmail.com