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PUSH TO ADD …
… STRATEGY
#FAS14– June 6th 2014Institute for Media Studies @ KU Leuven
Tim Smits@timsmitstim
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STRATEGY CREATIVITY
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C+S C S
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
10
20
30
40
50
60
Word CompletionUnaided Recall
Brand mentions
Perc
enta
ge
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C+S C S
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)
C+S C S
#FAS14– June 6th 2014@timsmitstim
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3. SOLOMO
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 2014@timsmitstim
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3. SOLOMO
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 2014@timsmitstim
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3. SOLOMO
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 2014@timsmitstim
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3. SOLOMO
Peripheral processing Central processing
Strong arguments
Weak arguments
Attitude
C+S C S
#FAS14– June 6th 2014@timsmitstim
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C+S C S
3. SOLOMO
Forget about SoLoMo
Learn about the elaboration likelihood model instead
#FAS14– June 6th 2014@timsmitstim
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C+S C S
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
C+S C S
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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
-0.500
0.000
0.500
1.000
1.500
2.000
2.500
perip. b&w
perip. Color
4 w eak 2 w eak 1 strong 2 strong 1 w eak 3 strong
-0.500
0.000
0.500
1.000
1.500
2.000
2.500
3.000
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
0.1000
0.2000
0.3000
0.4000
0.5000
0.6000
0.7000
0.8000
0.9000
1.0000
color
b&w
low nfc high nfc
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
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
C+SC
S
STRATEGY