Category: Advertising

Negative Words Elicit Desired Response

Creating copy that elicits the desired response from consumers has been a challenge for advertisers for as long as there has been advertising. What are the magic words that move message recipients to take action? If only it were that easy; there are no magic words, unfortunately. However, the types of words used could influence a response. According to a UK study by the UCL Institute of Cognitive Neuroscience, people processed negatively worded information that they were shown for a fraction of a second more accurately than positively worded information. Researchers concluded that people are more attuned to negative emotional messages.

What are the implications of these findings for advertising? Two directions one can take these findings. First, copywriters and ad creatives should consider whether a message that is typically worded in a neutral or positive manner can be worded using negatively charged words instead. An example given by the UCL researchers is the message “Slow down” might be more effectively worded “Kill the speed.” The negative emotion associated with “kill” could have a greater impact than a plea to “slow.”

Second, the practice of comparative advertising seems to be a prime candidate for application of this study’s findings. For example, an upstart company that paints the market leader as “a big monster” might more effectively contrast differences between the two brands as opposed to a straightforward comparison of the two brands. Political advertising seems to have already be ahead of UCL on this one, with attack ads often demonizing an opponent rather than focusing on superiority of a candidate.

Will we see a dramatic swing in ad copy and have negatively worded ads be commonplace? If advertisers buy into the UCL study’s findings, negative could become the new positive. In an environment in which any edge to break through message clutter is sought, a shift in the tone ad messages may be worth pursuing.

University College London – UCL Study: Subliminal Messaging ‘More Effective When Negative’

Advertising: Loathe It but Don’t Leave It

“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”

That quote sums up the opinion many people have of advertising today. But wait, this quote is from 1759, attributed to English author Samuel Johnson. Apparently, the downward spiral toward atrocious advertising has been going on for at least 250 years. That is, if you subscribe to the view shared by those who have little regard for the value of advertising.

An article by George Simpson appearing at Online Media Daily reminds us that somebody must find value in advertising, otherwise it would cease to exist. Simpson’s article, and the less-than-flattering views that contrast with the idea that advertising adds value, gives pause to consider what advertising’s role is today and will be going forward. Advertising on TV and in newspapers appear to be the most likely candidates for significant change.

Any change in advertising will be driven by consumers’ media consumption habits. If people spend less time watching TV (a study by Nielsen Co. indicates TV viewing is threatened by time shifted viewing and watching video online), advertisers will need to respond by either shifting where they place messages or change the nature of their messages. Commercials could become available in an on-demand format in which a 30-second version might be the norm to embed in a program, but a long-form version allowing for more extensive consumer engagement might be a click away. Similarly, as newspaper readerships decline, advertisers’ needs to communicate do not decline along with the circulation numbers. It necessitates a change in how to reach the audience once accessed via print newspapers. Perhaps it is through a newspaper’s web site, with the ability to drive traffic to an advertiser’s web site for more extensive engagement of the consumer.

I agree to a certain extent with Samuel Johnson. There is some really bad creative work being called advertising today. But, there are good and bad books, good and bad paintings, and good/bad works in virtually all art forms. The demise in advertising quality may be debatable, but the demise of advertising as a communication form is greatly exaggerated. The need for businesses to communicate with audiences is greater today than ever before given the intense competition for customers in most industries. Its form may change, but advertising will be around (and likely loathed) 250 years from now.

Online Media Daily – “Unloved. But Effective.”

Ads on Milk Cartons- What’s Next?

Getting through to consumers is more challenging than ever today given the immense clutter created by marketers vying for their attention. The need to find unique, less cluttered landscapes to place ads could lead to no space being off limits. A good example is placing ads on milk cartons. The use of milk cartons to carry messages is not new; ads providing information about missing persons have appeared on milk cartons for nearly 20 years. A company involved in the placement of ads on milk cartons, Box Top Media, claims milk cartons can be found in 96% of American households. The extensive reach and absence of other ads on milk cartons make it an interesting advertising option for large and small brands alike.

While the use of milk cartons to place ads is a clever way to cut through advertising clutter, there would seem to be a point at which ads are so prevalent that they become part of the landscape and are not noticed. Remember when ad-wraps first appeared on autos? They stood out at the time, but as that form of advertising became more common it lost impact. Also, one wonders what clean spaces are in line to become ad spaces. Some possibilities could be:

1. Paper towels – A lot of impressions possible on a single roll
2. Toilet paper – Positive and negative takes on this, I suppose
3. Sporting goods – Ads stamped on baseballs, soccer balls, etc.

On second thought, I’ll stop here. Let’s not give advertisers any more ideas than they have already!

Media Buyer Planner – “Milk Carton Ads Reach 96% of Households”

Expand Your Brand by Expanding Its Purpose

Selling opportunities for products are limited by the purposes or uses of them. Managing products in the maturity stage of the product life cycle usually includes a prescription to develop additional uses for the product. While this prescription is logical, pulling off a campaign to convince customers they should expand their view of your product’s capabilities is easier said than done.

An example of a brand seeking to expand the scope of its product is Sharpie. Its markers are ubiquitous in offices, but being an office supply item limits Sharpie’s business potential. Sharpie looks to break out of the office supply box through its “Sharpie Uncapped” campaign. The campaign uses traditional media advertising and a web site (www.sharpieuncapped.com). The site connects visitors to Sharpie’s social media presence on Twitter, Flickr, Facebook, and YouTube. The effort is a way for Sharpie to strengthen relationships with consumers and differentiate the brand. If successful, more people will not need markers, they will want Sharpies. And, Sharpies will have more relevance in their daily lives.

Will the Sharpie Uncapped campaign work? At first glance, it does seem to be a stretch that the company could convince consumers that its markers are more than just markers. Sharpie’s social media tactics could be potentially effective for making the brand more personable and less like an object (even though that’s what it is, I know). If Sharpie can shift consumers’ views of the brand from a commodity-like office staple to a “cool tool” to use at home, school, and anywhere else, it will have succeeded in expanding the brand’s role. The result will be a more relevant, stronger brand.

Marketing Daily – “Sharpie’s Out to Prove It’s More than a School Supply”

GM: Reinvention or Repeat of Failure?

GM turns the page to a new chapter in its 100+ year history today. The bow of of “Reinvention” brings the promise of a new GM. The “Reinvention” commercial includes a prompt to visit a web site detailing the plans of the new GM (http://www.gmreinvention.com). Given what we have seen from the old GM over the last 10-15 years, our expectations should be rather low.

An interesting statement from the commercial is “There was a time when eight different brands made sense.” Oh really? When was that time? A significant problem GM had for years was too many brands. It has not been a problem only recently; the glut of brands led to resource wars within the company. The result was that all brands suffered. GM’s problems are hardly new. It should not have taken being forced into filing bankruptcy protection to bring about radical changes at GM.

A major reason GM was reluctant to declare bankruptcy was it was concerned the effect it would have on customer confidence in the company. Would people be willing to buy cars from a company that had filed for bankruptcy? Months of negative press about GM had the same effect. The company could have been well on its way to making a new GM if it had faced realities sooner. Now, many people are skeptical that GM can reinvent itself given that it squandered its rich heritage over the last two decades with inaction and infighting.

Link: Ad Age – “New Ad Introduces Consumers to ‘New GM'”

Is a Ratings System for TV Commercials Needed?

The Federal Communications Commission is considering a content ratings system for television commercials. Such a system, coupled with the right technology, would allow viewers to block reception of commercials they deem inappropriate or offensive. Opposition to a ratings system is coming from the Association of National Advertisers. The ANA maintains that viewers are already able to block undesired programming using V-Chip technology, and the fact that technology exists to make blocking possible does not mean it should necessarily be legislated.

The most interesting point made by the ANA’s Executive Vice President of Government Relations Dan Jaffe was “If you independently rate advertising, it will dry up the income stream because advertisers won’t advertise where people aren’t watching the ads.” Here’s an idea Mr. Jaffe: challenge ad agencies and your ANA membership to create ads people want to watch! The prospect of a content ratings system exists because the industry seems incapable of taking care of it through self-regulation. Personally, I don’t care to have my 9-year-old son exposed to a Cialis commercial while we are watching a sporting event or a commercial for a Hardee’s hamburger that is filled with sexual innuendo.

The relevance of TV as an ad medium is being challenged in part by devolving quality of work by advertisers and the agencies they hire. If advertisers do not want government regulation of TV commercial content, they should take steps own their own to insure the quality of commercials is acceptable to their audiences. I am not talking about political correctness, I am talking about using common sense.

Link: – Media Planner Daily – “ANA to FCC: Rating Commercials is Dangerous, Unconstitutional”

BK’s Latest Efforts to Lose Friends and Alienate People

Burger King has benefited from the influence of edgy ad agency Crispin, Porter + Bogusky. Icons such as the Subservient Chicken and the King have put BK back on the radar screens of many fast food consumers. Pushing the envelope to get attention sometimes leads to getting paper cuts, as BK has found out. A recent Facebook promotion that offered users a free Whopper for “de-friending” 10 people was stopped because of concerns it violated Facebook’s privacy policies.

Now, BK has caught flack for two ads. One is a print ad running in Europe for a new “Texican Whopper” that features a short, squatty Mexican draped in the Mexican flag standing next to a tall American cowboy. The Mexican government has objected to the use of its flag in the ad. BK has agreed to stop running it.

A second ad is a TV commercial targets children. BK is promoting kids’ meals through an association with Spongebob Squarepants. The link with Spongebob is not objectionable (after all, who could find fault with someone with a work ethic like his?). The issue is the execution of the message. The King character is doing a re-mix of Sir Mix-a-Lot’s “Baby Got Back.” The use of this song and the images of dancing girls with big square butts has drawn complaints from child advocacy groups.

Does the decision to create edgy ad messages necessitate that one accept the likelihood that an ad could be offensive to someone? The answer appears to be “yes.” It seems that BK and its ad agency could have realized these ads would offend some people. Killing these ads before they bowed would have created less controversy for the brand… or is that what BK wants? Some people are offended by the ads and have complained, while some people probably like them and have shared with others. In both cases, people are talking about BK, and that could be the overarching goal.

Taking Comfort in the Past: Nostalgia in Advertising

Tough times can trigger a longing for simpler, happier times. Why not? Replacing anxieties about job security and the future with positive feelings from days gone by provide an assurance that many people need today. Those sentiments have found their way into recent marketing campaigns. Whether it be something subtle like Pepsico rolling out limited edition retro packaging for Pepsi and Mtn Dew, or a stronger connection to the past through use of an old ad slogan such as Diet Coke’s “Just for the taste of it,” many ad campaigns today are trying to reach consumers through familiar messages of bygone days.

Is the trend toward nostalgic advertising a gimmick that shows little imagination by advertisers, or is it just what the country needs at this time? Probably neither, but eliciting nostalgic feelings in consumers is a way to engage us comfortably. It is a time in which marketers are unsure exactly what to say. Instilling confidence through familiar, well liked messages is a strategy for maintaining a strong brand presence with consumers. Riding out tough times with customers now could lead to payoffs when better economic conditions return.

Link: The New York Times – “Warm and Fuzzy Makes a Comeback”

What Ads Should Say in Time of Crisis… If Advertising at All

Two sectors that have been sent reeling in the wake of the current recession are financial services and automobiles. Not only is profitability an issue, but the brand images of companies in these industries have taken a hit. The damage to the financial services sector is evident as some firms in the industry are seen as contributors to the mess. Automobile manufacturers, especially the U.S. brands, have suffered as consumers have pulled back on spending. Even when people want to buy, they often have challenges securing credit to make a car purchase. The result is that GM and Chrysler are on the brink of death.

The dire circumstances faced by companies in these industries beg the question: Should we be advertising? If yes, what should we say? Many GM dealers are calling for the company to do something… anything, in terms of trying to stimulate sales with ads. It is a fine line to walk as the “good old days” of ad spending are over, but at the same time consumers need some assurance that auto makers are strong and stable. The argument GM and its dealers make is people are hesitant to buy cars from a company they are unsure will be in business two years from now.

Communication from auto brands to the market is needed. The “buy now” messages that historically have dominated this industry must be balanced with reinforcing quality and trust perceptions. Of course, customer-friendly pricing and incentives would not hurt, either. Consumer confidence is shaky; marketers in all industries cannot pretend otherwise. Addressing it head-on through advertising is the right thing to do to restore confidence.

Link: TV Week – “Advertising Can Boost Consumer Confidence, Study Reports”

Wal-Mart Bucks Ad Spending Trend

A weak economy is often a trigger for reducing advertising expenditures. Although it seems counter-intuitive to invest less in marketing activities that could stimulate sales, that is what companies often do. It is understandable given the need to control expenses in tough times, but the marketing reduction often occurs at a time when marketing is needed most.

One company that is bucking the trend of spending less on marketing during the recession is Wal-Mart. It has been reported that Wal-Mart increased measured media spending by 56% in 2008. At a time when retailers reacted to weaker demand by being conservative with their marketing spending, Wal-Mart sensed opportunity to appeal to value-conscious consumers with its low price brand position.

Wal-Mart’s media strategy serves as a reminder to marketers to resist the temptation to save money at the expense of brand building. Yes, reducing marketing expenses may be inevitable during these economic times, but it should be a strategy of last resort. Rather than reducing marketing budgets, the focus at this time should be a review of how marketing dollars are allocated. The result should be to shift marketing spending to categories that are most likely to deliver immediate results.

Link: MediaBuyerPlanner.com – “Wal-Mart’s Media Spend Soars 56%”