No. Emotional Advertising is a creative resource that
is highly research driven. The company came into existence
because of a groundswell of new research findings that
point to a need to utterly change the way advertising
is done.
Consider the most recent evidence:
-
Harvard Professor Gerald
Zaltman writes a book which profoundly changes the marketing
research field, in which he states that 95% of all buying
decisions are made at the subconscious level.
-
Volvo sponsors the
Auto Show which parades all of Volvo’s competitors
across the screen, using only a “brought to you
by Volvo” message, and the audience increases
its inclusion of Volvo in their consideration set by
over 600%, from which modeling derives an estimated
90 to 1 ROI.
-
30 such studies for
companies including P&G, Nestle, American Express,
Toyota, et al, of the apparent ingratiation effect of
“brought to you by” indicate an average
advantage of 7 to 1 over the average TV commercial in
terms of comparable persuasion scales. Consumers like
it when advertisers treat them with respect and consideration,
and do things in a gracious, human manner.
-
A study done for TACODA
finds that Internet ads achieve more engagement when
targets are reached by ads on sites where the consumer
does not expect to see ads in that category. Surprise
is an emotion. Surprise is a powerful player in the
subconscious domain.
The role of Research Advisor Bill Harvey
is to ensure that the latest methodologies of research
inform Emotional Advertising at all stages of creative
development, execution, delivery, accountability, learning,
and improvement. We will use brainwaves, metaphorics,
Conversion Model, longitudinal singlesource tracking and
whatever else works to plumb the depths of the consumer
mind and subconscious, where the emotions dwell. For most
products and services our ultimate goal is ROI and Lifetime
Value. For special categories (political, public service,
etc.) the ultimate success metrics will be adapted accordingly.
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