Teresa in her guest lecture gives some interesting insights for those of you who are thinking entering the advertising industry.
One comment she makes is digital is in everything we do and we no longer need to define as digital or traditional. ‘ Advertising is advertising’ – what do you think?
There are a number of readings on advertising models and the use of these in planning.
A number of theories exist on how advertising works. How does advertising work? what is your view?
In 1994, Gordon Brown one of the original partners in Millward Brown before it was sold to WPP, published a treatise on the way that advertising affects sales. In this work, Gordon described three different ways in which advertising can have an effect. What differentiates the three responses he discusses is the time at which the ad’s effect is recognised. When advertising has an effect at the time of viewing, it is “Immediate Challenge.” When it occurs while people are shopping or thinking about buying a brand, it is “Interest-status.” And when the effect occurs when people are experiencing the brand in some way, the effect is one we call “Enhancement. “
I’ve summarised these below:
When consumers conclude that a brand has a new message that they believe is directly relevant to them, they will be more likely to buy the brand.
When advertising creates familiarity with what a brand stands for, people will be more likely to recognize the brand when they shop the category. Relevant and motivating ideas will enter their minds more readily.
When advertising frames the product experience in a positive way, people are more likely to focus on the brand’s strengths rather than its weaknesses. Sometimes marketers accomplish this by positioning a generic benefit as if it were one that belonged to that brand alone.
In a conferencee paper I presented in 2010 I shared this view:
” It’s not about the ad, or even about the brand. Successful communication is about the extent to which the ad links the brand to things people really care about. These could be people,places, events, memories or needs and values.When the ad puts the brand in these personally relevant contexts, the chances of stories, images and associations conveyed forming a connection with the brand in an individuals mind increases”
Andrew Powell; Have we been measuring what really matters? Understanding the emotional connections ads create; AMSRS National Conference; 2010