PUSH TO ADD …
… STRATEGY
1
#FAS14– June 6th 2014
Institute for Media Studies @ KU Leuven
Tim Smits
@timsmitstim
tim.smits@...
2
STRATEGY CREATIVITY
3
C+S C S
TAKE-HOME-MESSAGE
Add Strategy
#FAS14– June 6th 2014
@timsmitstim
4
C+S C S
1. CONCLUSIONS FIRST
Inform about “brand + key-benefit-claim”
And don’t wait till the f***ing end
#FAS14– June 6...
5
C+S C S
1. CONCLUSIONS FIRST
#FAIL
Superbowl Darth Vader ad.
Ad recall : TOP
Ad performance AKA brand recall/… : MEDIOCR...
6
C+S C S
1. CONCLUSIONS FIRST
TV on-demand ads: Fast forward
#FAS14– June 6th 2014
@timsmitstim
7
C+S C S
1. CONCLUSIONS FIRST
TV on-demand ads: Fast forward
YouTube pre-rolls?
#FAS14– June 6th 2014
@timsmitstim
8
C+S C S
1. CONCLUSIONS FIRST
Even radio ads
#FAS14– June 6th 2014
@timsmitstim
0
10
20
30
40
50
60
1 2 4
Percentage
Bran...
9
C+S C S
WHAT IS “STRATEGY” ?
#FAS14– June 6th 2014
@timsmitstim
Media planning?
Brand Strategy?
Communication strategy
~...
10
C+S C S
WHAT IS “STRATEGY” ?
#FAS14– June 6th 2014
@timsmitstim
@tomdebruyne
11
C+S C S
WHAT IS “STRATEGY” ?
#FAS14– June 6th 2014
@timsmitstim
@tomdebruyne
12
C+S C S
WHAT IS “STRATEGY” ?
#FAS14– June 6th 2014
@timsmitstim
13
C+S C S
WHAT IS “STRATEGY” ?
#FAS14– June 6th 2014
@timsmitstim
Communication strategy applies communicative nudges
in ...
14
C+S C S
WHAT IS “COMMUNICATION STRATEGY” ?
1. Conclusions first
2. …
…
#FAS14– June 6th 2014
@timsmitstim
15
C+S C S
2. SOCIAL PROOF
#FAS14– June 6th 2014
@timsmitstim
16
C+S C S
2. SOCIAL PROOF
KNOW ABOUT IT ?
Yes No
#FAS14– June 6th 2014
@timsmitstim
17
C+S C S
2. SOCIAL PROOF
EVER USED IT ?
Yes No
#FAS14– June 6th 2014
@timsmitstim
18
C+S C S
2. SOCIAL PROOF
Social proof relates to concept of descriptive norms
-Boundary conditions
-Pitfalls
#FAS14– Jun...
19
C+S C S
2. SOCIAL PROOF
Forget about social proof
Learn about descriptive norms instead.
Start here
#FAS14– June 6th 20...
20
C+S C S
WHAT IS “COMMUNICATION STRATEGY” ?
1. Conclusions first
2. Descriptive norms
3. …
…
#FAS14– June 6th 2014
@tims...
21
C+S C S
3. SOLOMO
Forget about that as well
SoLoMo does not drive your effects.
The underlying working principle is rel...
3. SOLOMO
22
Peripheral processing Central processing
Your ad/app:
-Print
-Mobile
-TV
-Radio
-Billboard
…
RELEVANCE
(and o...
3. SOLOMO
23
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 20...
3. SOLOMO
24
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 20...
3. SOLOMO
25
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 20...
3. SOLOMO
26
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 20...
27
C+S C S
3. SOLOMO
Forget about SoLoMo
Learn about the elaboration likelihood model instead
#FAS14– June 6th 2014
@timsm...
28
C+S C S
WHAT IS “COMMUNICATION STRATEGY” ?
1. Conclusions first
2. Descriptive norms
3. Elaboration likelihood
4.
…
#FA...
29
C+S C S
4. STRATEGIC CREATIVITY
Forget about SoLoMo
Learn about the elaboration likelihood model instead
#FAS14– June 6...
30
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Only few deliberately abstain from colors
31
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Color is an attention grabber.
“Attention. W...
4. STRATEGIC CREATIVITY: COLOR?
32
Peripheral processing Central processing
Strong arguments
Attitude
#FAS14– June 6th 201...
33
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Experiment 1
4 w eak 2 w eak1 strong 2 stron...
34
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Experiment 2a & b
low motivation high motiva...
35
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
So what if color distracted some of the resp...
36
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Experiment 3
37
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Experiment 3
38
C+S C S
4. STRATEGIC CREATIVITY: COLOR?
#FAS14– June 6th 2014
@timsmitstim
Many apparently creative decisions bear stra...
39
C+S C S
WHAT IS “COMMUNICATION STRATEGY” ?
1. Conclusions first
2. Descriptive norms
3. Elaboration likelihood
4. Strat...
40
C+S C S
CREATIVITY IS ESSENTIAL
STRATEGY CAN MAKE A DIFFERENCE
#FAS14– June 6th 2014
@timsmitstim
41
C+S C S
CREATIVITY IS ESSENTIAL
STRATEGY CAN MAKE A DIFFERENCE
Our creative advertising success is a curiosity, by the ...
42
#FAS14– June 6th 2014
Institute for Media Studies @ KU Leuven
Tim Smits
@timsmitstim
tim.smits@soc.kuleuven.be
C+S
C
S
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Push to add strategy (Talk at Future of Advertising Summit)

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Talk on strategic insight in persuasive communication and how it should inspire/augment creativity in advertising.
Given at futureofadvertising.be (June 6, 2014; Mechelen)

Published in: Marketing, Business, Technology
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  • Moeder en vader hadden weinig strategisch inzicht. Met Tim Smits ben je dus niets op het internet
  • Vraag: strategie versus creativiteit (zogezegd om temperatuur te meten)
    Dan vraag: wie heeft niets opgestoken? 
    [Eventueel grapje: wie nu nog niet zijn hand opstak, die is pathologisch ontkenner; wil ik tijdens de pauze wel mijn diploma psychologie voor bovenhalen]
  • Zo, nu kan Bart De Waele zijn jetlag weer de vrije ruimte laten
  • Radio effectiveness = cognition, not affect/attitude

    http://www.rab.com/public/ral/studyDocs/engagement2Full.pdf

    Studie bij 240 geïncludeerde deelnemers, avg year 37
  • Om toch nog even te polsen: wie heeft er nog nooit gehoord van social proof of sociale validatie? -> Weinig antwoord: zie je dat is ook social proof. Je alludeert aan een groep vergelijkbare anderen en dat doet al instemmen.
  • Om toch nog even te polsen: wie heeft er nog nooit gehoord van social proof of sociale validatie? -> Weinig antwoord: zie je dat is ook social proof. Je alludeert aan een groep vergelijkbare anderen en dat doet al instemmen.
  • Iedereen heeft het al gebruikt.
    Het is immers heel natuurlijk om dit type principes toe te passen. Dat deden we om onze ouders te overtuigen en zij deden het om ons te overtuigen (of nu onze eigen kinderen).

    Meerwaarde van strategie is dan dat je de kracht weet te maximaliseren en de boundary conditions leert kennen.

    A/B testers van Booking.com of of Amazon zijn hier natuurlijk al lang mee bezig. Maar dat is piecewise informatie.
  • Heel “sterke” campagne. Maar wellicht met een pervers effect.
    Kom maar lekker romantisch liggen vrijen naast de sporen. Alleen effe oppassen als je in de buurt van de sporen komt. En dat dus voor een “case” waar slechts 9 doden per jaar voor te betreuren waren.


    Dumb ways to die… -> Die hadden dan ook geen echt goede boodschap.
  • Heel “sterke” campagne. Maar wellicht met een pervers effect.
    Kom maar lekker romantisch liggen vrijen naast de sporen. Alleen effe oppassen als je in de buurt van de sporen komt. En dat dus voor een “case” waar slechts 9 doden per jaar voor te betreuren waren.


    Dumb ways to die… -> Die hadden dan ook geen echt goede boodschap.
  • Heel “sterke” campagne. Maar wellicht met een pervers effect.
    Kom maar lekker romantisch liggen vrijen naast de sporen. Alleen effe oppassen als je in de buurt van de sporen komt. En dat dus voor een “case” waar slechts 9 doden per jaar voor te betreuren waren.


    Dumb ways to die… -> Die hadden dan ook geen echt goede boodschap.
  • Interessante boodschappen maken, zorgt er niet voor dat ze ook beter verwerkt worden. Beslissing om wel of niet te verwerken wordt snel genomen op basis van persoonlijkheid en vluchtige kenmerken van de situatie
  • Simon Veksner’s cartogram
  • Jolien Comeyne’s thesis
  • Moeder en vader hadden weinig strategisch inzicht. Met Tim Smits ben je dus niets op het internet
  • Push to add strategy (Talk at Future of Advertising Summit)

    1. 1. PUSH TO ADD … … STRATEGY 1 #FAS14– June 6th 2014 Institute for Media Studies @ KU Leuven Tim Smits @timsmitstim tim.smits@soc.kuleuven.be
    2. 2. 2 STRATEGY CREATIVITY
    3. 3. 3 C+S C S TAKE-HOME-MESSAGE Add Strategy #FAS14– June 6th 2014 @timsmitstim
    4. 4. 4 C+S C S 1. CONCLUSIONS FIRST Inform about “brand + key-benefit-claim” And don’t wait till the f***ing end #FAS14– June 6th 2014 @timsmitstim
    5. 5. 5 C+S C S 1. CONCLUSIONS FIRST #FAIL Superbowl Darth Vader ad. Ad recall : TOP Ad performance AKA brand recall/… : MEDIOCRE #FAS14– June 6th 2014 @timsmitstim
    6. 6. 6 C+S C S 1. CONCLUSIONS FIRST TV on-demand ads: Fast forward #FAS14– June 6th 2014 @timsmitstim
    7. 7. 7 C+S C S 1. CONCLUSIONS FIRST TV on-demand ads: Fast forward YouTube pre-rolls? #FAS14– June 6th 2014 @timsmitstim
    8. 8. 8 C+S C S 1. CONCLUSIONS FIRST Even radio ads #FAS14– June 6th 2014 @timsmitstim 0 10 20 30 40 50 60 1 2 4 Percentage Brand mentions Word Completion Unaided Recall
    9. 9. 9 C+S C S WHAT IS “STRATEGY” ? #FAS14– June 6th 2014 @timsmitstim Media planning? Brand Strategy? Communication strategy ~ Science of PERSUASION
    10. 10. 10 C+S C S WHAT IS “STRATEGY” ? #FAS14– June 6th 2014 @timsmitstim @tomdebruyne
    11. 11. 11 C+S C S WHAT IS “STRATEGY” ? #FAS14– June 6th 2014 @timsmitstim @tomdebruyne
    12. 12. 12 C+S C S WHAT IS “STRATEGY” ? #FAS14– June 6th 2014 @timsmitstim
    13. 13. 13 C+S C S WHAT IS “STRATEGY” ? #FAS14– June 6th 2014 @timsmitstim Communication strategy applies communicative nudges in actual communication. It is not mere persuasive design or stimulus-response cycli
    14. 14. 14 C+S C S WHAT IS “COMMUNICATION STRATEGY” ? 1. Conclusions first 2. … … #FAS14– June 6th 2014 @timsmitstim
    15. 15. 15 C+S C S 2. SOCIAL PROOF #FAS14– June 6th 2014 @timsmitstim
    16. 16. 16 C+S C S 2. SOCIAL PROOF KNOW ABOUT IT ? Yes No #FAS14– June 6th 2014 @timsmitstim
    17. 17. 17 C+S C S 2. SOCIAL PROOF EVER USED IT ? Yes No #FAS14– June 6th 2014 @timsmitstim
    18. 18. 18 C+S C S 2. SOCIAL PROOF Social proof relates to concept of descriptive norms -Boundary conditions -Pitfalls #FAS14– June 6th 2014 @timsmitstim
    19. 19. 19 C+S C S 2. SOCIAL PROOF Forget about social proof Learn about descriptive norms instead. Start here #FAS14– June 6th 2014 @timsmitstim
    20. 20. 20 C+S C S WHAT IS “COMMUNICATION STRATEGY” ? 1. Conclusions first 2. Descriptive norms 3. … … #FAS14– June 6th 2014 @timsmitstim
    21. 21. 21 C+S C S 3. SOLOMO Forget about that as well SoLoMo does not drive your effects. The underlying working principle is relevance #FAS14– June 6th 2014 @timsmitstim
    22. 22. 3. SOLOMO 22 Peripheral processing Central processing Your ad/app: -Print -Mobile -TV -Radio -Billboard … RELEVANCE (and other things) C+S C S #FAS14– June 6th 2014 @timsmitstim
    23. 23. 3. SOLOMO 23 Peripheral processing Central processing Strong arguments Weak arguments Attitude C+S C S #FAS14– June 6th 2014 @timsmitstim
    24. 24. 3. SOLOMO 24 Peripheral processing Central processing Strong arguments Weak arguments Attitude C+S C S #FAS14– June 6th 2014 @timsmitstim
    25. 25. 3. SOLOMO 25 Peripheral processing Central processing Strong arguments Weak arguments Attitude C+S C S #FAS14– June 6th 2014 @timsmitstim
    26. 26. 3. SOLOMO 26 Peripheral processing Central processing Strong arguments Weak arguments Attitude C+S C S #FAS14– June 6th 2014 @timsmitstim
    27. 27. 27 C+S C S 3. SOLOMO Forget about SoLoMo Learn about the elaboration likelihood model instead #FAS14– June 6th 2014 @timsmitstim
    28. 28. 28 C+S C S WHAT IS “COMMUNICATION STRATEGY” ? 1. Conclusions first 2. Descriptive norms 3. Elaboration likelihood 4. … #FAS14– June 6th 2014 @timsmitstim
    29. 29. 29 C+S C S 4. STRATEGIC CREATIVITY Forget about SoLoMo Learn about the elaboration likelihood model instead #FAS14– June 6th 2014 @timsmitstim Placing of logo, endorser … Color or b&w Rotation of product picture Comparative ads DECISION IS … Creative Strategic
    30. 30. 30 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Only few deliberately abstain from colors
    31. 31. 31 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Color is an attention grabber. “Attention. Wait a second, that is ELM stuff. Color is good!” Nope. Color attracts from the outside Color distracts from the inside
    32. 32. 4. STRATEGIC CREATIVITY: COLOR? 32 Peripheral processing Central processing Strong arguments Attitude #FAS14– June 6th 2014 @timsmitstim C+S C S
    33. 33. 33 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Experiment 1 4 w eak 2 w eak1 strong 2 strong 1 w eak 3 strong -0.500 0.000 0.500 1.000 1.500 2.000 2.500 perip. b&w perip. Color 4 w eak 2 w eak1 strong 2 strong 1 w eak 3 strong -0.500 0.000 0.500 1.000 1.500 2.000 2.500 3.000 central b&w central color
    34. 34. 34 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Experiment 2a & b low motivation high motivation 0.0000 0.1000 0.2000 0.3000 0.4000 0.5000 0.6000 0.7000 0.8000 0.9000 1.0000 color b&w low nfc high nfc 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 color b&w
    35. 35. 35 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim So what if color distracted some of the respondents? -It distracts those with a priori processing motivation. (That is your preferred comm receiver) -And it distracted them from the brand/product that should win due to the better arguments
    36. 36. 36 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Experiment 3
    37. 37. 37 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Experiment 3
    38. 38. 38 C+S C S 4. STRATEGIC CREATIVITY: COLOR? #FAS14– June 6th 2014 @timsmitstim Many apparently creative decisions bear strategic implications.
    39. 39. 39 C+S C S WHAT IS “COMMUNICATION STRATEGY” ? 1. Conclusions first 2. Descriptive norms 3. Elaboration likelihood 4. Strategic creativity … ACADEMIC INPUT:  Interpretation on abstract levels: prediction  Identification of (boundary) conditions #FAS14– June 6th 2014 @timsmitstim
    40. 40. 40 C+S C S CREATIVITY IS ESSENTIAL STRATEGY CAN MAKE A DIFFERENCE #FAS14– June 6th 2014 @timsmitstim
    41. 41. 41 C+S C S CREATIVITY IS ESSENTIAL STRATEGY CAN MAKE A DIFFERENCE Our creative advertising success is a curiosity, by the way #FAS14– June 6th 2014 @timsmitstim
    42. 42. 42 #FAS14– June 6th 2014 Institute for Media Studies @ KU Leuven Tim Smits @timsmitstim tim.smits@soc.kuleuven.be C+S C S

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