Friday Research: Lower My Spirit And I'll Donate?

You thought:   

Really strong negative emotions in charity ads is the best way to persuade people to donate.

New facts:  

Donation ads that combine the sadness and strength emotions are more likely to inspire donors and induce positive ad evaluations than ads using sadness-dominating emotions.

Donation ads that combine the two types of emotions could lead to not only more inspiration but also more actual donations than ads using just sadness-dominating emotions.

What Marketing Doctor orders:

If you run a charitable organizations, you can craft more effective donation ads. Don't just limit yourself to using negative-dominating emotions to make people more empathetic towards your issue.
Think strategically and design donation ads which combine the discrete positive emotion of strength with sadness. It may not only cause less distress to the viewers but also be more effective than sadness-dominating or strength-dominating emotions.


Source: Jianping Liang, Zengxiang Chen, Jing Lei. Inspire me to donate: The use of strength emotion in donation appeals. Journal of Consumer Psychology, available online 3 October 2015.

P.S. When you’re done reading, I’d love for you to share your best experience with coupons? Leave a comment or Tweet me, let's chat!

Tuesday in India: Stand Up For Your Indoor Air!

Make people visualize dark future and they will want to work on a better today.

Scare them and they will buy.

Well-told story with a clear-cut message takes the prize this week.



P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Diwali Ad That Leaves a Pleasant Sound In Your Ears

I love celebrating Diwali in India - such a light, sweet, beautiful celebration.

What makes my skin crawl is the terrible noise pollution which comes hand in hand.

Big Bazaar also created some noise this Diwali but with cracking advertisement, conceptualized by DDB Mudra West.

'Paper Pathaka' (pathaka = cracker) is fun, joyful and brings an intelligible message.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Make It Rain - The Bliss of Coupons

You thought:   

Consumers only crave coupons for the thrill of knowing that they discovered a good deal. But is that it? Check some fresh insight into consumers' psychology below.

New facts:  

As per just produced research, people who received a coupon had a 14% increase in oxytocin, an 8% decrease in the stress hormone adrenocorticotropin, a 4% decrease in heart rate, a 27% decrease in respiration, a 4% decrease in skin conductance levels, and a 90% increase in high-frequency heart rate variability. These factors showed almost no change for those who did not receive a coupon.

Mamamia! There is a real, measurable change in people‘s bodies and mental state from using coupons. Better mood. Happy high. Sweet relaxation. Do you know that oxytocin (which increased by 14% in coupon-holders blood) is also known as the love hormone and it profusely floods the systems of new lovers during the first six months? 

What Marketing Doctor ordered:

Short and simple - coupons is cheap, easy and nontoxic high for your customers so.. keep them coming, folks!


Source: Veronika, A., Tripp, S., & Paul J. Zak, P. J. Preliminary evidence for the neurophysiologic effects of online coupons: Changes in oxytocin, stress, and mood. Psychology of Marketing, 32, 2015.

P.S. When you’re done reading, I’d love for you to share your best experience with coupons? Leave a comment or Tweet me, let's chat!

Tuesday in India: Umbrella That Protects Against Rain… and Thugs?

I love the idea of the empowerment of Indian women.

An initiative by Vodafone conceptualized by Ogilvy & Mather Mumbai is aiming to protect women in small towns, using their own hands and...umbrellas!

Watch the introduction of "The Self-Defense Umbrella" below.

Don't get me wrong but to me this looks like a gimmick unless you see it in action.




P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: The Cuckoo Ramesh and Suresh Are Back

I was exposed to Ramesh-Suresh jokes since I started attending college in India.

The crazy siblings were mentioned during the classes, lunch breaks and especially, sleepovers.

Cadbury keeps bringing this hilarious (?) duo back to the ads over and over and over because they do the trick. They are weird, nutty as fruitcake and funny - just the mix young Indians like.

If you don't smile after watching this, then at least it will give you pause for reflection.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!