Overview Introduction Originality and Familiarity Effects

1. Breaking Through The Clutter: Benefits of advertisement originality and familiarity for brand attention and memoryResearch by:Rik Pieters; Luk Warlop; Michel Wedel.Published at Management Science, June 2002 vol.48 p765(17) presented by:Michelle GriffinEyal Golan

2. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory • Overview • Introduction • Originality and Familiarity Effects • Modeling Ad Originality & Familiarity Effects on Attention & Memory • The Study • Results • Conclusions

3. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Introduction • Breaking through the clutter • Maximize attention and memory for brands • Which factors affect consumers’ attention? How attention drives memory? • Strategy 1: outnumber / outsize • Strategy 2: outsmart (original) • Risk of being original/creative • When unfamiliar (attention to ad – not to band), and when become familiar (attract less attention) • Originality’s effect on brand memory wasn’t tested. What’s new in this research? • Testing the influence of ad originality and familiarity on on attention and memory for the advertised brands (rather than forced exposure) • May ads / many consumers (rather than a single ad / tactic) • Attention measured by detailed data collected using infrared eye-tracking methodology (rather than time spent of ads)

4. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects • What’s Originality? • New Ways to Present Selling Propositions • “Defamiliarization” to stimulate viewers to think about familiar issue for new perspectives. • Techniques include humor, metaphors, wordplay etc.

5. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Ad originality effects on attention and memory • Content of Print Ad: Brand, Text, Pictorial • Original ad: • Print and text have low probability of prior e-occurrence with the product • Avoid obvious associations • Challenges the viewer to think what

6. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Ad originality effects on attention and memory (con’d) Therefore: Hypothesis 1 Ad originality promotes attention to the advertised brand Attention Elaboration Strengthening of brand association in memory • If supported, then ad originality promotes brand memory INDIRECTLY (I.e. through attention)

7. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Ad originality effects on attention and memory (con’d) Originality More associations Distinction Better Memory Therefore: Hypothesis 2 Ad originality promotes brand memory, independent of attention

8. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Originality Effects of Familiar Advertisements • Familiar Ad: • Were seen or heard before • By actual experience or by context effect (sense of familiarity) • Obviously, require less attention (after 3 exposures, attention drops by +50%) Therefore: Hypothesis 3 Ad originality moderates the decrement in attention due to ad familiarity

9. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Originality Effects of Familiar Advertisements (con’d) Elements of familiar stimulus are stored and accessed as a single unit Improve memory performance Better memory to familiar brands Original stimuli promotes more associations with other information Better memory performance since there multiple pathways to the stored stimuli Therefore: Hypothesis 4 Ad originality moderates the increment in brand memory due to ad familiarity, independent of attention

10. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Originality and familiarity effects Originality Effects of Familiar Advertisements (con’d) When Hypothesis 3 and Hypothesis 4 are combined: • Original Ads: • Moderates negative effect on attention • Positive effect on memory

11. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Modeling Advertisement Originality & Familiarity Effects on Attention & Memory • 119 consumers, exposed to 58 print ads in 2 magazines • Eyes movements and fixations to assess the information extracted from print ads • Eye fixation durations are recorded to each of the 3 elements (text, pictorial, brand) • Assessing ability to recall the advertised brands accurately

12. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Modeling Advertisement Originality & Familiarity Effects on Attention & Memory • Assess how ad originality & familiarity influence the attention • Visual attention during eye fixation • Extracted information is fixed for each fixation period • But varies from ad to ad and from consumer to consumer

13. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Modeling Advertisement Originality & Familiarity Effects on Attention & Memory • Mathematically, “the information [phi] extracted by consumer i at the kth fixation from the j elements of the lth ad, is represented using a "dual heterogeneity" formulation”: [[phi]ijkl] = [[mu]j] + [[zeta]jl] + [vji]. (1) Where, • ……..

14. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Modeling Advertisement Originality & Familiarity Effects on Attention & Memory

15. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory The Study • Advertising Stimuli & Participants • 58 full-page advertisements • Two publication (Elsevier & Allerhande) • 119 people (64 male, 55 female) • Average age = 38 years • 35% had college degree • Paid $20 each

16. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory The Study • The Eye-Tracking Procedure • Paged through 4 random magazines • Magazines were fixed to the table • Each went at their own pace • Average time = 30 minutes

17. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory The Study • Brand Memory Task • Brand Recall • Ad Originality & Familiarity • Ads judged on 7-point scale

18. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory The Results • Descriptive Results • Fixated 7.16 times • 24.1% identified correctly • Ad Originality & Familiarity Effects on Attention • Support Hypothesis 1 • Increased originality = Increased attention • Support Hypothesis 3 • Interaction is positive

19. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory The Results • Ad Originality & Familiarity Effects on Memory • Contributions to brand memory • Counter Hypothesis 2 • Originality vs. Familiarity • Support Hypothesis 4 • Highest accuracy from original, familiar ads • Ad Originality Follow-up • Text and pictorial originality judged separately • Both contribute equally

20. Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory Conclusion • Ad originality promoted improvements in memory • Limitations and Future Research • Brand awareness as primary communication objective

21. Questions?