Saturday 31 October 2015

Friday Research: Pick Customer's Brains in Your Ads But Thoughtfully

You thought:   

The question in an ad ("This car is for you?") influences your customer more than a statement ("This car is for you.") because it invites him to think about something and reach his own conclusion, hence, he gets more involved in the whole "process" and perhaps more likely to buy.
Remember the success of "Got Milk?", "Did somebody say McDonald’s?“ or "Where’s the beef?”? It’s a question, again.

New facts:  

If the stimuli around the consumer are dreary and dull (ordinary visuals, boring music, etc.), they stimulate low arousal, and unaroused consumers respond favorably to questions.
If stimuli around the consumer are exciting and flashy (thrilling visuals, dramatic music, etc), they stimulate high arousal and aroused consumers respond more favorably to statements.


What Marketing Doctor ordered:

Use your logic for when to ask questions and when to give statements. Aroused consumers want clarity, they want simple information so they can act on it. Calm, relaxed consumers want stimuli that peak their curiosity.

Simple statement will probably be more persuasive in your ad if it is demonstrated in an exciting event, during energetic speeches, during an intermission of an action movie, in some stimulating, visually attractive website, near a thrilling story in the magazine, during supermarket‘s holiday sale and so on. As the author of the research says, "If the ad itself or the material in which it is embedded involves topics of a sexual, competitive, dangerous, or thrilling nature, the current research suggests that a statement style is likely to be more effective, even if a question style could appeal to consumers' curiosity under other circumstances..".

Under normal circumstances your promotional phrase might be more persuasive as a question, especially during slow-moving speeches, relaxing TV programmes, typical shopping days..well, you get the idea.


Source: Henrik Hagtvedt. Promotional phrases as questions versus statements: An influence of phrase style on product evaluation.Journal of Consumer Psychology, 2015.


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

Tuesday 27 October 2015

Tuesday in India: Would You Guess What Is The Original Social Network?


Apparently, it's a hop, skip and a jump from beer to social network.

Or are these two some kind of Bobbsey twins with same birdie tattoo?

The new Kingfisher ad brings no great shakes but it's OK for me.

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 20 October 2015

Tuesday in India: The Cement Ad Which Everyone Is Talking About


You wouldn't expect much creativity from a cement ad.

But mix nice idea with India's WWE World Champion Great Khali and you'll get a 'Wow' feature.

In the end, it tickles the same idea I had for years after living in there -  oh, just stop building crappy houses in India.



I'm sure the team behind this ad got some inspiration from the time-honoured ad on Mr. Wind:



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 13 October 2015

Tuesday in India: What You See is NOT What You Get

In her cheerful online tutorials Reshma teaches us "how to get perfect red lips" and "how to get rid off dark spots naturally" and "how to apply eyeliner".

Typical beauty How-To videos.

...NOT.

In this relevant campaign launched by Ogilvy Mumbai, along with Make Love Not Scars, a superficial topic, such as makeup, is used to address a hard hitting issue - acid attacks.

Watch till the end.





P.S. In 2014 349 people in India, mostly women, had acid (which is easily available and very cheap) thrown on them in deliberate assaults. The number is three times higher than in 2013. I have no doubts that the actual number of attacks is higher because many people are afraid to come out. While living in India I met two women injured by acid attacks executed by potential boyfriends who felt rejected. Both women felt depressed and worthless. They had dreams before the attack and now they didn't plan any future.

P.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 6 October 2015

Tuesday in India: Come Away With Real-Life Fairies...


Holymackerel, this is easily the most memorizing fashion ad I've seen this month.

Ronan Keating was certainly right, sometimes you say it best when you say nothing at all.

Just a little glimpse, tiny smile, delicate sound of scarf in the wind.

Those normal beautiful women in their daily activities is the best reflection of remarkable Indian style.

Check campaign "That which will be remembered" for online ethnic store Craftsvilla conceptualised by Leo Burnett India here and admire.



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!