Sunday, 11 March 2012
Advertising Works 20 – Charlie Snow.
Enjoyed it, as usual. This is a year for low budget cases, which is very interesting, as it demands more creativity in proving the effectiveness. The most interesting cases are the first direct case, where the whole advertising idea was to advertise the existing customers’ opinion about the brand. A similar strategy was used to promote tourism in Iceland. Instead of advertising to potential tourist, it was advertised to Icelanders so that they advertise via social media to potential toruists. “the most successful participation-led entries have used consumer participation as a platform for reaching out to less engged consumrs or non-users.” (Mc Kerr in Snow, 2011, p.22).
The Organ Donor Register is another extremely clever case: instead of trying to convince people that they should donate an organ, they were asked by the campaign whether they would b willing to accept an organ in an emergeny. Since 96% agree on this question, they become aware of their hypocrisy of not registering for donation.
And in the introductory papers there is some very clever thinking:
“So how does advertising work then? The answer is that it largely works without forcing people to consider and change their opinions. And this is why much advertising can get away with being very ‘soft sell’.” (Waters and Sharp in Snow, 2011, p.7).
“People have a tendency to see advertising for brands that they already use, and are less likely notice advertising for brands that they do not use. It’s very common for people to report, with some surprise, that after buying a car they notice lots of advertising for thebrand they bought that they did not see previously. This is because we have a tendency to pay more attention to things we like, and we have more developed memory structures for brands we use so it takes kess mental effort to process advertising fr brands we buy. Consequently users of a brand are two to three times more likely to recall its advertising than non-users of the brand (Sharp et. al., 2001). This means that advertising is particularly good at refreshing existing memories; I can do this rather quickly and without us giving the advertising much dedicated attention or deep mental processing.” (Waters and Sharp in Snow, 2011, p.8).
“the effectiveness results that could be claimed by participation-let awards entries were largely related to market share defence. Participation appeared to work best as a means of engaging existing loyalists, soring up or enriching their relationship with the brand.” (McKerr in Snow, 2011, p.20).