Cognitive Concepts

1. Concepting: Cognitive Appeals Broadcast"One Picture May Be Worth Ten Thousand Words, But Some Advertisers Believe In Using Both In The Same Ad" Unknown

2. Cognitive Concepts • In both high and low involvement purchases consumers will often be influenced by reasoned thoughts and arguments • Advertising’s work is to present compelling and persuasive arguments and reasons why consumers should think, feel or do something

3. Advertising also needs to recognize when consumer’s beliefs are entrenched, and what factors most influence their beliefs • Inferences: the choice of illustration or association can encourage the consumer to “infer” something about the product • Grey Goose vodka • Attributions: are the endorsements believable? • Quanterra

4. Heuristics: simple rules of thumb/shortcuts, i.e. • Well-known brands must be good • Brands that I know a lot about must be good • Brands I hear a lot of messages from must be good

5. How does advertising influence these belief factors? • Message factors • Certain names, colors, images , price = certain characteristics • Private Selection • Lean Cuisine • Healthy Choice

6. How does advertising influence these belief factors? (con’t) • Emphasizing choice tactics used by consumers • Product performance/quality • Habit • Brand loyalty • Price • Peer /group/family influences • Using what mom wants • Facebook

7. How does advertising influence these belief factors? (con’t) • Multiple supporting messages can help generate positive beliefs, i.e. Nike • Good products • Charitable activities • Good place to work • Environmentally sensitive • Great ads • Support of education

8. How does advertising influence these belief factors? (con’t) • Simple messages for low involvement products: focus on one attribute • Fed Ex: when it absolutely positively has to be there overnight

9. How does advertising influence these belief factors? (con’t) • Messages that involve and engage the consumer • Ask the consumer to place himself at the center of the message • “Remember how you felt….” • “Is this you….?” • “How many times have you experienced…?”

10. Consumers may weigh product benefits against disadvantages, or may reject a brand on the basis of one negative • Multi-attribute processing vs. brand processing • What are the consumers minimum attributes? • At what point will consumers reject messages that include too many features? • What’s the negative that kills the brand? • Made in China

11. Source factors • Credibility of the endorser • Are they believable experts? • Do they over endorse?

12. Broadcast concepting • Radio • TV • Film/Video Sound +image=power

13. Radio • The medium of imagination • Theater of the mind • Use sound liberally • What can you hear? How can you emphasize the sound aspects?

14. Radio Strategies • Set the scene quickly; your audience needs to be located in time & space • Write as you speak: avoid clichés, realize your consumer won’t be here long; use dialogue that people actually speak • Take advantage of the fact that you can be anywhere; much easier to do in radio than any other medium. • Involve the listener

15. Radio Strategies Use situation comedy/drama • Alaska Airlines Clark and Lewis • http://www.alaskaair.com/as/www2/promo/pdx-radio.aspaska

16. Radio Strategies • Exaggerate • Amazon “Won’t fit here”

17. Radio Strategies 1.Unnatural and unexpected scenarios • Life of Brian ad 2. Live, historic audio

18. Radio tips 1. Keep it short, time = words 2. Watch out for • Over used actors • Clichés • Car ads • People talking unnaturally about a boring product

19. Best Radio campaign • Real Men of Genius – Budweiser • http://www.youtube.com/watch?v=OdGj-FVxOcs&feature=related • http://www.youtube.com/watch?v=cjBjHP_NITI&feature=related • http://www.youtube.com/watch?v=ZHNt9rXSsTM&feature=related

20. Television & Movies & Video • What are they? • TV: 5-60 second films, small screen, active audience • Cinema: up to several minutes, much larger screen, captive audience • Video: up to several minutes: very small screen generally, active

21. Key elements • Sound effects/music • Voice over • Superimposed script • Visuals in motion • Do you need all of them….?

22. Rules • Simple & relevant • SLIP IT • Smile • Laugh • Interest • Provoke • Resist the temptation to fill it up…your consumer will appreciate some visual and aural relief • Watch the volume!

23. Three frame rule • Can you communicate your idea in three frames of a storyboard? • Volvo: Is something inside telling you to buy a Volvo?

24. Can you translate your idea into a poster? Or a single idea? • PETA • Alka Seltzer

26. Alka Seltzer ads • A male actor, advertising a brand of spicy meatballs, needs Alka Seltzer after failing to get a good take • http://www.youtube.com/watch?v=ErgdUhZteqw

27. Don’t reveal, imply • Volkswagen polo ad

28. Add drama! You have all the toolsMusic • Darth Vader Volkswagen • Nike reel • Chrysler • Bad music choices?

29. Effects • Ad forum reel – British soldier

30. Contrast and emphasis • Amnesty International – ad forum

31. Twist • Calling card – ad forum • eBay –ad forum

32. Twist – Virgin Airlines • http://www.youtube.com/watch?v=Bon-qNCnePY&NR=1&feature=fvwp

33. Demonstrate • American Tourister • http://www.youtube.com/watch?v=8C-e96m4730

34. Narrative extension • Miller Lite Man Law • http://www.youtube.com/watch?v=Si3orznbnpQ • http://www.youtube.com/watch?v=JWCUpHMNajQ&feature=related

35. Animation • United Airlines • http://www.youtube.com/watch?v=frVP9lV_YR4

36. Vignettes • Diamonds are forever – deBeers • http://www.youtube.com/watch?v=4vXHm8TzLzE

37. Apple – voted best TV campaign by Creativity Magazine • http://www.youtube.com/watch?v=4oAB83Z1ydE

38. Cinema • Johnnie Walker • http://www.youtube.com/watch?v=MnSIp76CvUI&feature=related