p4. The AIDA model
- Action
- Desire
- Interest
- Awareness
p3. The fun Theory
Fun is the easiest way to change peoples behaviour.
Advertising Agency DDB in Sweden – Volkswagen.
p5. The mere exposure effect (Zajonc 2001)
– We like something more because its familiar.
– Subliminal advertising?
p5. Low involvement processing
The hidden power of advertising (2001)
– Behaviour change business
– Influence everyday life
– Its art/ creativity
p11. Lovemark (2005) ‘ a brand should create loyalty beyond reason.’
p20. Fishbien et al (2001)
1. Motivation
2. Capacity
3. Opportunity
p20. Motivation
– Individual incentives
– Find rewards
– Avoid pain
Pavlovs dog
p21. Social Norms – Albert Banudra (1977)
p22. Ease – Ability: does some have the actual opportunity?
p25. Putting motivation and ease together.
p32. Albert Ellis (2007)
Use action to change behaviour
1. Thoughts
2. Feeling
3. Action
p.36 Rule 3
Action changes attitude faster than attitude changes action.
p.38 Insight or action? – Human understanding
p43. Action Advertising
1. Rational thought
2. Emotional feeling
*Cognitive Dissonance
p52. Two types of spurs
– Motivation; individual incentive/social norm
– Ease; ability/opportunity
p67. The ice cream effect
– Identify has been reframes
p69. – Its easier to kill an idea than an opportunity~
Identify the opportunity – Pool Salt
p80. Levin Scheider & Gpeth (1988) Framing to influence others.
p85. The power of emotions – Pringle & Field 2012
– Brain is able to process emotions without cognition
p86. Our brain is more attracted to powerful emotional stimuli – Weiden & Kennedy.
p89. Plutchik (1980) Emotions
1. Joy
2. Sadness
3. Trust
4. Disgust
5. Fear
6. Anger
7. Surprise
8. Anticipation
p91. Interactive Evocation (2010) The widerness
Downtown – Music video
p92. Holy Grail – Creating content thats so engaging its shared and goes viral.
– Earned media & Owned media
P95. Summary – Emotion only opens the door to behaviour change – other tools are needed to effect change. Cumbersome
p98. Collectivism – If you break a social norm you face exclusion from the group.
– Humans mimic each other.
p101. Collectivism Model
1. Obedience
2.Conformity
3. Action
4. Purpose
105. Power to people
p115. Ownership
– People place a disproportion value on something they build or help to create themselves.
p116. 1. Autonomy
2, Personal relevance
3. Cognitive dissonance
The endowment effect – Kahneman, Knetson & Thaler (2009)
p126. The peeing game
Amsterdam (2012) Achung! “Piss off” Campaign
– Play is a great action spur to influence behaviour.
p131. Stuart Brown ‘most neotenous animal on earth! (we like to play) ‘We are, by physical anthropologist by many, many studies the most flexible, the most plastic of creative of all creatures and therefore the most playful (Brown Vaughan 2009) Ted Talker.
p132. Types of Play
1. Object Play – Toy
2. Body Play – Health & Sport
3. Transformation Play – Becomes another person
4. Social Play – Interacting competing or collaborating
p133. Gamification
Play is an effective way to influence behaviour but only when you can control and manipulate the wider environment.
p139. Playing our way to a better world. Jane McGonigal (2011) world of warcraft
p145. How utility work – Barden (2013) ‘The more relevant a brand is to a particular goal consumer has, then the greater the reward the consumer experts they expect -the more value the perceive.’
Value = Ability to meet goal/price
p146. The more value that can be injected into the brand, the stronger the brand becomes.
p147. Art Cannon (2013) “Marketing cant just communicate your ethos anymore, it has to deliver access to your brand through mechanisms that let people experience value in everyday life.”
p150. Utility made easier. ‘Virtual shelves’ Cheil worldwide agency South Korea QR code.
p157. The model becomes the norm.
– modelling ins very powerful when it tips over to create a new ‘social norm.’ Mark Sherrington
p158. Cialdini Kalefren & Reno (1991)
-Descriptive norms – existing norms
– Injunctive norms – assumption of norms
p162. How advertising uses modelling
– Testimonials – writing positive comments
– Celebrity endorsements
– Selective targeting
– Influence
– Social media prophecy
– Public relations hype
p176. Skilling up advertising
It’s no longer good enough to make people ‘aware’ of a brand. They need to know how to use products too.’