Joanna Gorczak on how neuroscience can inform advertising
Heather Andrew’s Neuro-Insight focuses on memory and how brand communications are encoded. There are three triggers, particularly in relation to audio visual, starting with a strong narrative which is built around the brand. There is the issue of message relevance. Of course, marketers must ensure the branding evokes an emotional response.
As media channels proliferate, it is harder than ever for marketers to determine how best to deliver effective branding messages. Where are consumers most receptive to messages and how can brand touchpoints work together in the best way? Big data means media planners know more and more about how and when messages are consumed.
But there are two areas of specific interest which always spark debate: the position of the brand in the story and message relevance. With regards to the position in the story, we must ask what is being advertised? While Andrew shares various general findings, there are many examples of highly engaging ads, where the brand only appears at the end of the commercial.
Just consider Cadbury Gorilla and Sony Balls, coincidentally two ads created by Fallon. On release of the Sony Bravia TVC, shops sold out of product within weeks, while Cadbury Gorilla changed the confectionery category. In both of these ads, the viewer was captivated by the idea, but the brand only appeared as a reveal at the very end of the commercial.
Secondly, where is the relevance? Andrew asks: Is that brand for me? For ads to work, the product or brand needs to be relevant. If you are not in the market for nappies, no matter how cute the baby in the ad might be, a consumer will not buy into it. But we would build on this point and say that the creative or situation piece need not have ‘personal’ relevance.
In my experience, for a piece of communication to be effective, it should not need to depict a lifestyle. Whether a brand chooses an abstract platform like a cartoon character or someone at a different life-stage to her, it can still evoke a response. Consumers connect the dots between the communicated idea, the brand and her need.
‘Situational relevance’ is not a factor in effectiveness. Ikea is a case in point. Their kitchen ads choose to portray their offers through hipsters, imaginary kid characters and monkeys. These are not situationally relevant to me, but yet deliver a clear message which is entertaining and engaging. Similarly, the Christmas ads for John Lewis.
Brain triggers: Heather Andrew has over 30 years’ experience in marketing, research and media strategy. She worked as a marketing director at Nestle and as a consultant for PWC. Neuro-Insight uses brain-imaging technology to measure how the mind responds to ads.
Every year the ads depict animals, toys and snowmen – none of which reflect the viewer. But we all know the John Lewis success story. The Christmas ads are hailed as some of the most loved with the retailer regularly reporting bumper seasonal sales. Against the backdrop of all of the above, let us not forget about effective functional ads which don’t need any story.
They are immediate call to action pieces looking to prompt a reaction. By hammering someone over the head with a phone number or price point, while not a strategy to encode long term to memory, it does allow the message to imprint over a shorter period. The obvious warning though is that they are not sustainable brand strategies, but short term tactics.
You can only shout your message for so long, before you become wallpaper. So that brings us to the point about attention. “What was that you said”? Andrew’s findings show that younger generations have less ‘learned’ attention due to the proliferation of new media and multi screening. It appears that this cohort have a reduced ability to focus and concentrate.
It is a social problem that will get compounded as we continue to move through the technological era. The generational change means that brand communications of the future will need to be even more interesting if they are to be effective.
Neuroscience shares some interesting pointers and seeks to add a scientific process to ads.
It is based on the premise that creativity and communications can be reduced to a science. Whether you believe that advertising is a science or not, one question Vizeum would have is whether neuroscience can account for abstract creative. A lot of the best creative work is exactly that: ‘creative’. It works hugely at an emotional level.
While some general trends can be gleaned from this field of research and the process certainly could work for some brands, it is worth remembering that the history of great advertising is littered with ideas that failed in research.
Joanna Gorczak is director of client service at Vizeum, part of the Dentsu Aegis Network
To watch Heather Andrew’s interview, visit vizeum.ie/spotlight
