the essence of effective advertising

© 2009

Dan Hill, Ph.D.

BMAMinneapolis, MN

February 11th, 2010

© 2009

• Emotional Connection Is Essential– Neurobiology– Profits

• Change Testing– Facial Coding

• 5 Guidelines with Examples– Be On-Emotion– Leverage the Sensory Bandwidth– Seek Brand Fame (Authority/Quality)– Value (Reduce Price Sensitivity)– Mirror Values

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© 2009

Neurobiology

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© 2009

4

© 2009

Emotiona

l

22

33 Rationa

l

2233

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Sensor

y

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The 3-Part Brain

© 2009

The Conscio

us

NeurobiologyThe Subconscious Rules

© 2009

Feel

Think

NeurobiologyFeel First & Fast(er)

© 2009

Emotional

Rational (10%)

NeurobiologyBrain Exchange

© 2010. All Rights Reserved

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“I don’t like spinach, and I’m glad I don’t, because if I liked it, I’d eat it, and

I just hate it.”

-Clarence Darrow

Myth of Objectivity


New Mental Model

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vs. BehavioralTraditional

© 2009

Part 1: Emotional Connection Is

Essential

Profits

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© 2009

Definitive Study

Based on 880 case studies drawn from databank for

the IPA Effectiveness Awards, world’s most rigorous advertising

competition

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Institute of Practitioners in Advertising


Emotive Marketing Works

Soft Sell, Hard Currency

Classification of Campaigns

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Rational vs. Emotional Buying

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Emotional Campaigns Succeed

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Price Sensitivity is a Good Path to Profit

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Part 2: Change Testing

Facial Coding

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Usual Pre-Testing Is Weak

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Cases Using Quantitative Pre-

Testing

Cases Using Qualitative Pre-Testing

Reliability as Indicators of Success (Profitability) 44% 43%

© 2009

Facial Coding

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“The face is an enormously rich source of information

about emotions.”

Lie to Me

© 2009

Why Facial Coding Works

© 2009

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“The face is an enormously rich source of information about emotions.”

Facial Coding Enters the Mainstream

“By the 1980s, psychologists had largely accepted as a ‘fundamental

axiom of behavioral science’ the link between faces and emotions.

Emotion therefore explains facial behavior, and facial behavior is an

objective index of emotion.”

© 2009

Part 3: Five Guidelines

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#1: BE ON-EMOTION

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Rule #1

© 2009

21st - Century Marketing

© 2009

Impact

Sherwin Williams – Quality Example

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Ap

pea

l & Im

pac

tA

ppe

al &

Imp

act

AppealImpact

More promising ending, slow start but rebounds. Reasonable amount of impact throughout.

© 2009

Sherwin Williams – Poor Example

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AppealImpact

Ap

pea

l & Im

pac

t

Off emotion on first peak, fewer data points, blank ending

© 2009

EDS – Trust as Key

• When EDS was creating their new vision for the company, the CEO’s ideas were not well accepted. Notice, in particular, the difference between verbal input on the CEO’s idea and emotional response to that same idea.

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© 2009

Astra Zeneca Sales Claims

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Overall Rational

Rational feedback indicates that all is well with the sales

scripts. Emotional data tells a different story.


#2: LEVERAGE SENSORY

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Rule #1


-Fixations

stabilized gaze

-Saccades

rapid eye scans

Eye trackingmeasures:

To absorb visual / text information, people require at least a 50 millisecond fixation duration

Eye Tracking Scan Path


Advertising Ignored

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Canon - Success

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Canon - Disappointment

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#3: SEEK BRAND FAME

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Rule #1


IBM Spot

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-20-15-10-505

101520

Sec 1 3 5 7 9 11 13 15 17 19 21 23 25 27 297.5

8

8.5

9

9.5Appeal Impact


Nextel Spot

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#4: REDUCE PRICE SENSITIVITY

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Rule #1


Cargill – Florence

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-20-15-10-505

101520

Sec 1 3 5 7 9 11 13 15 17 19 21 23 25 27 297.5

8

8.5

9

9.5Appeal Impact


#5: MIRROR VALUES

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Rule #1


Conversation Economy


Value Proposition = Values


Word of Mouth Advertising

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Waste Management – Green

44

Gender Sensitivity

Emotional Profile

42%

10%

11%

25%

0%

0%

5%

1%

6%

1%

0.0% 50.0%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

83%

17%

0%

Positive Negative

Neutral

Overall Emotion: (% of res)

56%

12%

32%

Positive Neutral

Negative

Self Report


SUMMARY

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Rule #1


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Impressions

Personality

Values


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Dan Hill, [email protected]

om651.224.7647

Visit us at: www.sensorylogic.co

m

Thanks!

Q & A

the essence of effective advertising

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