Tvc testing a lonely voice from those who create advertisements
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The document discusses issues with common practices in advertising testing and provides recommendations for improvement. It argues that overt conscious responses from testing are misleading and behavior is a better indicator of effectiveness. Research should be used to gain insights, not tweak executions, and should consider the long-term role of advertising in enhancing a brand's sales. Testing approaches should account for unconscious decision-making and emotions, and agencies should discuss creative work thoroughly to aid research.
Tvc testing a lonely voice from those who create advertisements
- 1. Adver&sing Tes&ng A lonely voice from those who create adver&sements By Vu Minh San Planning Director
- 2. My belief Research is an aid to judgment not a subs&tute. There’s no subs&tute for sound crea&ve judgment.
- 3. “We are not thinking machines. We are feeling machines that think.”
- 4. The case of Phineas Gage
- 5. Which would you choose? Professor Timothy Wilson’s experiment Source: Brain. Behavior. Story.
- 6. Merely asking people to explain why they prefer one item over another leads them to make poor choices because… No one wants to feel stupid defending his or her choice
- 7. …all decision making is founded in the emo<ons, that most of what is stored in our brains and influences our behavior is not easily accessible to consciousness, and that our ‘adap<ve unconscious’ (Wilson 2002) is con<nually responsive to signals of which we remain consciously unaware.
- 8. My favorite moderator’s verba&m “Consumers in the South are very “hời hợt” (when watching adver<sing) That’s why I love running crea<ve tes<ng FGDs with consumers in the North beQer” – Anonymous well-‐known local researcher
- 9. But how are we ‘tes&ng’ ADVERTISEMENTS?
- 10. The informa6on processing model of adver6sing Based on following assump&ons: • For any ad to be effec&ve, it must communicate informa&on about the product • Respondents must be able to play back the correct, verbal ‘message’ • To be successful, any ad must be ‘believed’ and ‘understood’ Source: 50 Years using the wrong model of TV adver<sing
- 13. The scary list of ques&ons/requests • What are the things you DON’T like about the idea/commercial? • How would you like to fix or improve the commercial? • Please tell us what is your overall liking toward the background music (also character’s hair style, color of the ice cream scoop that the character is holding, the font type used for the slogan…) in this ad? • Why do you like the commercial? • Can you choose the commercial you like best (among the ones you were shown) and explain why? • Can you test a stealoma<c (which costs about 300-‐500usd)? Oh, btw, please take out all narra&on in the stealoma<c and make it 30-‐sec long. (stealoma<c ≠ anima<c) • Make the brand appear in the first 5 seconds of the TVC to enhance branding! • …
- 14. Give consumers what (they think) they want OR “Don’t give them what they want, give them what they never believed was possible” – Orson Welles
- 15. Thien Long TVC (www.youtube.com/watch?v=CROmh-‐7Gjxs)
- 16. “Measuring responses to adver<sing cannot be a maQer of asking people what they remember, or what they think about the adver<sing, because overtly conscious responses like these are likely to be misleading. Research interpreta<ons must be based less on what people say, and more on how they behave, ranging from whether they smile, laugh, or chat animatedly about the ad, to whether the show an increased preference for the brand.” – Robert Heath & Paul Feldwick 2007
- 17. Saleability People may like the TVC a lot but they (especially non-‐users) will NOT run to a store and buy the product immediately -‐> the role of adver&sing is mainly to enhance brand’s saleabilty
- 18. How to move forwards together • Make sure you’ve already used research to iden&fy more powerful & insighgul things to say about your brand instead of using it to tweak crea&ve execu&ons that don’t say anything worthwhile • Be clear about the role of the adver&sing and think long-‐term • Make sure your research agency clearly understanding the crea&ve work, which can only be achieved through discussing with your ad agency before the research happens • FINALLY, stay open-‐minded
- 19. Reference Books Descartes’ Error: Emo<on, Reason, and the Human Brain by Antonio Damasio Tes<ng to Destruc<on: A Cri<cal Look at The Uses of Research in Adver<sing by Alan Hedges Ogilvy & Mather Publishing Brain. Behavior. Story. by Christopher Graves 2014 Papers 50 Years of Using the Wrong Model of Adver<sing by Dr Robert Heath and Pau Feldwick Is Research Killing Adver<sing? by Simon Silvester
- 20. Thank you. Contact email: san.vu@ogilvy.com