push to add strategy (talk at future of advertising summit)

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PUSH TO ADD …

… STRATEGY

#FAS14– June 6th 2014Institute for Media Studies @ KU Leuven

Tim Smits@timsmitstim

tim.smits@soc.kuleuven.be

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STRATEGY CREATIVITY

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TAKE-HOME-MESSAGE

Add Strategy

#FAS14– June 6th 2014@timsmitstim

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1. CONCLUSIONS FIRST

Inform about “brand + key-benefit-claim”

And don’t wait till the f***ing end

#FAS14– June 6th 2014@timsmitstim

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1. CONCLUSIONS FIRST

#FAIL

Superbowl Darth Vader ad.Ad recall : TOPAd performance AKA brand recall/… : MEDIOCRE

#FAS14– June 6th 2014@timsmitstim

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1. CONCLUSIONS FIRST

TV on-demand ads: Fast forward

#FAS14– June 6th 2014@timsmitstim

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1. CONCLUSIONS FIRST

TV on-demand ads: Fast forwardYouTube pre-rolls?

#FAS14– June 6th 2014@timsmitstim

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1. CONCLUSIONS FIRST

Even radio ads

#FAS14– June 6th 2014@timsmitstim

1 2 40

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Word CompletionUnaided Recall

Brand mentions

Perc

enta

ge

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WHAT IS “STRATEGY” ?

#FAS14– June 6th 2014@timsmitstim

Media planning?

Brand Strategy?

Communication strategy ~ Science of PERSUASION

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WHAT IS “STRATEGY” ?

#FAS14– June 6th 2014@timsmitstim

@tomdebruyne

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WHAT IS “STRATEGY” ?

#FAS14– June 6th 2014@timsmitstim

@tomdebruyne

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WHAT IS “STRATEGY” ?

#FAS14– June 6th 2014@timsmitstim

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WHAT IS “STRATEGY” ?

#FAS14– June 6th 2014@timsmitstim

Communication strategy applies communicative nudges in actual communication. It is not mere persuasive design or stimulus-response cycli

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WHAT IS “COMMUNICATION STRATEGY” ?

1. Conclusions first2. ……

#FAS14– June 6th 2014@timsmitstim

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2. SOCIAL PROOF

#FAS14– June 6th 2014@timsmitstim

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2. SOCIAL PROOF

KNOW ABOUT IT ?

Yes No

#FAS14– June 6th 2014@timsmitstim

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2. SOCIAL PROOF

EVER USED IT ?

Yes No

#FAS14– June 6th 2014@timsmitstim

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2. SOCIAL PROOF

Social proof relates to concept of descriptive norms

-Boundary conditions-Pitfalls

#FAS14– June 6th 2014@timsmitstim

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2. SOCIAL PROOF

Forget about social proof

Learn about descriptive norms instead.

Start here

#FAS14– June 6th 2014@timsmitstim

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WHAT IS “COMMUNICATION STRATEGY” ?

1. Conclusions first2. Descriptive norms3. ……

#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Forget about that as well

SoLoMo does not drive your effects.

The underlying working principle is relevance

#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Peripheral processing Central processing

Your ad/app:-Print-Mobile-TV-Radio-Billboard…

RELEVANCE(and other things)

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#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Peripheral processing Central processing

Strong arguments

Weak arguments

Attitude

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#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Peripheral processing Central processing

Strong arguments

Weak arguments

Attitude

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#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Peripheral processing Central processing

Strong arguments

Weak arguments

Attitude

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#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Peripheral processing Central processing

Strong arguments

Weak arguments

Attitude

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#FAS14– June 6th 2014@timsmitstim

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3. SOLOMO

Forget about SoLoMo

Learn about the elaboration likelihood model instead

#FAS14– June 6th 2014@timsmitstim

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WHAT IS “COMMUNICATION STRATEGY” ?

1. Conclusions first2. Descriptive norms3. Elaboration likelihood4. …

#FAS14– June 6th 2014@timsmitstim

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4. STRATEGIC CREATIVITY

Forget about SoLoMo

Learn about the elaboration likelihood model instead

#FAS14– June 6th 2014@timsmitstim

Placing of logo, endorser …Color or b&w

Rotation of product pictureComparative ads

DECISION IS …Creative Strategic

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Only few deliberately abstain from colors

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Color is an attention grabber.

“Attention. Wait a second, that is ELM stuff. Color is good!”

Nope.Color attracts from the outsideColor distracts from the inside

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4. STRATEGIC CREATIVITY: COLOR?

Peripheral processing Central processing

Strong argumentsAttitude

#FAS14– June 6th 2014@timsmitstim

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Experiment 1

4 w eak 2 w eak 1 strong 2 strong 1 w eak 3 strong

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perip. b&w

perip. Color

4 w eak 2 w eak 1 strong 2 strong 1 w eak 3 strong

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central b&w

central color

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Experiment 2a & b

low motivation high motivation

0.0000

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color

b&w

low nfc high nfc

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color

b&w

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

So what if color distracted some of the respondents?

-It distracts those with a priori processing motivation.(That is your preferred comm receiver)

-And it distracted them from the brand/product that should win due to the better arguments

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Experiment 3

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Experiment 3

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4. STRATEGIC CREATIVITY: COLOR?

#FAS14– June 6th 2014@timsmitstim

Many apparently creative decisions bear strategic implications.

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WHAT IS “COMMUNICATION STRATEGY” ?

1. Conclusions first2. Descriptive norms3. Elaboration likelihood4. Strategic creativity…

ACADEMIC INPUT: Interpretation on abstract levels: prediction Identification of (boundary) conditions

#FAS14– June 6th 2014@timsmitstim

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CREATIVITY IS ESSENTIALSTRATEGY CAN MAKE A DIFFERENCE

#FAS14– June 6th 2014@timsmitstim

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CREATIVITY IS ESSENTIALSTRATEGY CAN MAKE A DIFFERENCE

Our creative advertising success is a curiosity, by the way

#FAS14– June 6th 2014@timsmitstim

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#FAS14– June 6th 2014Institute for Media Studies @ KU Leuven

Tim Smits@timsmitstim

tim.smits@soc.kuleuven.be

C+SC

S

STRATEGY