The document discusses how advertising can shift its focus from interruption and repetition to enhancing the human experience. It outlines four spheres of human experience - public, social, tribal, and psychological - and principles for each sphere. Advertising should understand customer objectives and create value by targeting campaigns to provide engaging experiences in relevant contexts. The goal is to establish brands in people's lives by suiting their character, addressing desires for identity and status, and connecting brands with emotions, rather than through brute interruption. Advertisers should define objectives from the customer's viewpoint, test and refine ads to improve the experience, and look for ways to continuously refresh messages.

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