CREATIVE

JUDGEMENT

FORMAT OF SESSION

RESEARCH OTHER THAN MEDIA.

FOCUS ON ADVERTISING RESEARCH
THE MESSAGE (LORD ACTON)
THREE APPROACHES QUALITATIVE
MECHANICAL AND EMPIRICAL.

EARLY HISTORY

MEASURING ADVERTISING ALWAYS

REMAINED ELUSIVE MAINLY DUE TO
THE LONG TERM IMPACT.
THE FIRST ATTEMPT AT DOING THIS
WAS DONE BY RUSSEL COLLEY, WHO
PROPOUNDED THE CONCEPT OF
DAGMAR.
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THE TWO EFFECTS?

DAGMAR RECOGNISES THE FACT THAT

ADVERTISING HAS TWO EFFECTS.

THE TWO EFFECTS

A SALES EFFECT WHICH COULD

SKEW THE ANALYSIS.
A COMMUNICATION EFFECT.

THE CONCEPTS

COLLEY, IN EFFECT, MERGED THE

RESEARCH OF LEON FESTINGER (THE
COMMUNICATION EFFECT) AND
NICHOLAS PALDA (THE SALES EFFECT).

THE SALES EFFECT

SELF EXPLANATORY, INCREMENTAL

SALES VS INCREMENTAL OUTLAY ON
ADVERTISING.

THE COMMUNICATION
EFFECT

THE COGNITIVE PROCESS GOES

THROUGH 4 STAGES AWARENESS,
RECALL, COMPREHENSION AND
EMPATHY.

AWARENESS

WHICH ADVERTISEMENTS ARE YOU

AWARE OF (AIDED, UNAIDED, TOP OF
MIND)?

RECALL

DESCRIBE THESE ADVERTISEMENTS.

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COMPREHENSION

WHAT, IN YOUR OPINION, IS THE

MESSAGE OF THE ADS?

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EMPATHY

IS THE BENEFIT HIGHLIGHTED IN THE

AD A BENEFIT SOUGHT BY YOU OR IS
THE LIFESTYLE PORTRAYED IN THE AD
ONE YOU FOLLOW OR ASPIRE FOR?

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LOW AWARENESS

WHAT INFERENCE CAN YOU DRAW IF

AWARENESS IS LOW?

13

LOW AWARENESS

POOR MEDIA SELECTION OR NOT

ENOUGH ESCAPE VELOCITY FOR
SALIENCE GENERATION.

14

LOW RECALL

WHAT INFERENCE CAN YOU DRAW IF

RECALL IS LOW?

15

LOW RECALL

E SQUARE = ZERO.

16

LOW COMPREHENSION

WHAT INFERENCE CAN YOU DRAW IF

COMPREHENSION IS LOW?

17

LOW COMPREHENSION

CREATIVITY HAS BEEN TOO MUCH!

(THE AD. HAS BEEN DESIGNED FOR
CANNES!)

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LOW EMPATHY

WHAT INFERENCE CAN YOU DRAW IF

EMPATHY IS LOW?

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LOW EMPATHY

FAULTY POSITIONING PLATFORM. GO

BACK TO THE DRAWING BOARD!

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QUALITATIVE RESEARCH

MOTIVATIONAL RESEARCH BY ERNST

DICHTER FREUDIAN
INTERPRETATIONS OF MOTIVES.
SOME INTERPRETATIONS = BIZARRE.

21

PSYCHOGRAPHICS

DIVISION OF CONSUMERS INTO

CATEGORIES BASED ON VALUES,
ATTITUDES AND LIFESTYLES.

22

MECHANICAL DEVICES

THE PSCHOGALVANOMETER AND

PUPILLOMETER.

23

PSYCHOGALVANOMETER

WHICH WAS WAS THE FIRST BRAND TO

USE THE PSYCHOGALVANOMETER?

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THE FIRST USER

GEORGE BUSH (SR.) IN THE 1988

PRESIDENTIAL CAMPAIGN.

25

WHAT IS IT?

A LIE DETECTOR MEASURES YOUR

BODYS REACTION TO A MESSAGE.

26

PUPILLOMETER

A METHOD OF TRACKING EYE

MOVEMENTS. USEFUL FOR FINDING
OUT ADVERTISEMENT TARIFFS AND
AD. LAYOUTS BY USING CONCEPTS OF
GAZE MOTION AND INITIAL FOCUS.

27

THE DAR STORY

DAY AFTER RECALL.

NIELSEN METER.
NIELSEN METER WITH ZAP METER.
NIELSEN METER + PUPILLOMETER.
BACK TO DAY AFTER RECALL!

28

THE DRAWBACK

MEASURES INTENSITY OF REACTION

NOT THE DIRECTION OR POLARITY.

29

AN EMPIRICAL MODEL

THE ROSSITER-PERCY GRID.

A FUNDED RESEARCH OF SSC&B
LINTAS WORLDWIDE.

30

THE METHODOLOGY

ISOLATE ADVERTISEMENTS THAT HAVE

WORKED.
ANALYSE THE COMMON THREAD
THROUGH THIS ADS TO FIND SOME
EMPIRICAL GUIDELINES.
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WORKED

AD. IS FOR A PRODUCT/SERVICE IN A

COMPETITIVE SCENARIO.
SALES & COMMUNICATION EFFECTS
HAVE BEEN SATISFIED.
SOME DURABILITY IN THEME.
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LOW LOI, -VE REINF.

BENEFITS TO BE STATED EXTREMELY

IN A BEFORE-AFTER FORMAT.
BRAND NAME REPITITION SHOULD BE
HIGH.
PARENT CO. NOT A DIFFERENTIATOR

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LOW LOI, -VE REINF.

COPY/VO SHOULD BE MATTER OF FACT,

PROBLEM SOLVING.
ENDORSER = ANONYMOUS.
ADVERTISEMENT NEED NOT BE LIKED.

34

HIGH LOI, -VE REINF.

STRONG FEATURE BASED SELLING.

MAIN SELLING TOOL = ANALOGIES.
VISUAL SHOULD CONTAIN THE
PRODUCT IN PERSPECTIVE.

35

HIGH LOI, -VE REINF.

NEVER OVERSELL OR PROMISE MORE

THAN YOU CAN DELIVER.
PARENT COMPANY IS A BIG
DIFFERENTIATOR.
ENDORSER = ANONYMOUS.
36

HIGH LOI, +VE REINF.

OBJECTIVE OF AD. = EFFECT ON THE

SENSES.
VISUAL TO SHOW ASPIRATIONS
RATHER THAN REALITY.
INFORMATIVE COPY BUT NOT JUST
FACTS.
37

HIGH LOI, +VE REINF.

PARENT CO. = DIFFERENTIATOR.

CELEBRITY ENDORSEMENTS WORK.
COMPANY LOGO IS A REASSURANCE
AND A MNEMONIC.

38

LOW LOI, +VE REINF.

SLICE OF LIFE WITH A HAPPY OR

FUNNY ENDING.
SELL ON EMOTIONS TRY AND
TRADEMARK AN EMOTION.
VISUALS ON THEIR OWN MUST DO THE
SELLING.
39

LOW LOI, +VE REINF.

SPARSE COPY, STRONG SLUG LINE.

PARENT COMPANY IS NOT A
DIFFERENTIATOR.
CELEBRITY ENDORSEMENTS WORK.
HUMOUR WORKS WELL HERE.

40

THE RIDER.

THERE ARE ENOUGH CASES WHICH

HAVE BROKEN THE GUIDELINES AND
SUCCEEDED.

41

RIDER TO THE RIDER.

SO DID SIR GARFIELD ST. AUBURN

SOBERS. NOT EVERYBODY IS HIM!

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