Brain scanning fMRI or EEG , facial recognition, eye tracking and implicit association testing measure the response to advertising more reliably but do not solve the problem. What still is unsolved are these two questions: What is the causal c. Which of dozens of creative tactics and techniques within an ad has which impact on responses under which conditions?
The first question needs to be answered to make more reliable recommendations and answering the second question will make recommendations more tangible and help avoid ambiguous recommendations and should thus better translate into market success. We measured the instinctive emotional responds to an ad, we measured with implicit measurement how the ad is perceived and brand attitude changed. Further, we assessed impact on awareness, learning and purchase consideration. We designed the questionnaire to apply to TV and other advertising formats in various product categories.
First we categorise which overarching emotional schemes are used, e. Then we code which creative vehicles such as celebrities, music or spokespersons are leveraged. If we succeed in understanding which specific components work, creative teams can more successfully translate recommendations into more effective ads.
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Simple correlations and comparing figures just produces spurious findings so a causal key driver analysis is needed. However, instead of conventional linear methods, it leverages machine learning — a Bayesian Neural Network — so it can flexibly adopt to how variables really relate to each other instead of assuming linearity, independence of drivers and perfect distribution properties. USM also comes with simulation techniques that eliminate the black box property of neural networks. The method explains not just the variance nearly twice as well as conventional key driver modelng, and also considers indirect effects e.
Positive emotions are key for driving impact.
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There are three types of negative emotions that must always be prevented. Positive emotions are mandatory to make consumers learn a rational message — they explain two thirds of rational variance. Go against the current: Emotional triggers the overarching emotional message of a spot often used in a product category typically don't work!
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Those that work better are believable and have a simple and direct link to what the advertised brand can do for the customer emotionally. The relevance of this approach is obvious. We can set stricter guidelines for creatives. The driver model built into this study is applied to this new data to arrive at more specific recommendations. Alignment workshop: This knowledge must be translated into creative briefings that will lead to more powerful ads.
With the findings you enable creative strategy workshops and enrich the discussion with spot examples out of a database containing more than Volume , Issue The full text of this article hosted at iucr.
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