Please blog this reading here @ our course blog by Wednesday, April 3rd's class.
No exceptions without Dr. W's consent.
Read THE DRAGONFLY EFFECT, Wing 2.
Blog THREE specific observations you wish to share re: Wing 2.
Aim for 3-4 sentences for EACH observation, combining author's quoted text with your own analysis and experience.
Finally, pose A SINGLE QUESTION you would like to ask the class and Dr. W, once you finish and blog the entire reading.
Be prepared to share this blog post in class with our PComm posse.
Finally, pose A SINGLE QUESTION you would like to ask the class and Dr. W, once you finish and blog the entire reading.
Be prepared to share this blog post in class with our PComm posse.
Observation 1: Know how to market your product so consumers can trust it. 90 percent of consumers trust product recommendations from personal acquaintances. Making recommendations is the most trusted form of advertising. In this new era that is personal and participatory, people can promote themselves and their products in real time, making the dynamics for product consumer relationships different.
ReplyDeleteObservation 2: It’s important to make your deliverables unexpected. The overall message must be a surprise. This is because, according to the author, “something is new and original, and thus attentions getting, only the first time you hear it.” Therefore, each message must be unique.
Observation 3: When designing a message, the focus should be a to design thinking for guidance. Messages that call out your name (such as tagging) develop feelings of personal relevance. This is more likely to lead behavior change. Social media offers the opportunity to foster a personal connection.
Question: When delivering a message via social media platforms, how do you ensure your message does not get weeded out with all the other “noise” that circulates via such platforms?
1) “90% of consumers trust product recommendations from personal acquaintances.” I often feel this way so I try to praise companies I like and am not afraid to say when I am not happy. Once a company failed to return and email and then a 2nd and3rd email. So instead I wrote on their facebook page about my complaint and got a response in 2 hours. People matter.
ReplyDelete2) “Eliciting emotion is vital to crafting personally relevant messages.” I think emotion is important it shoes your passion for the subject and helps it spread to others. There is also a fine line though. Like the ASPCA commercials people just shut off because they are too sappy.
3) “It’s more important to have quality followers” I think people forget this fact a lot. Having a million followers seems cool but if they don’t care and listen to your message what’s the point.
Q) I wonder how many people it takes in a large corporation to come up with a “novel” idea?
1. Most people distrust advertisements, however “90 percent of consumers trust product recommendations from personal acquaintances” (52). Social media is one of the most powerful and effective forms of advertising, because it relies on the “trustworthy” communications and promotions by people. To put the cherry on top, harnessing social media is also low to no costs compared to expensive and less effective traditional media.
ReplyDelete2. The Dragonfly Effect suggests four ways to grab your audience’s attention immediately: “Lead with what is important to the audience… Start with a fact [like a simple and striking statistic]… Begin with a question… [and/or] Employ humor, but strategically and carefully” (59). In the cluttered and chaotic world of today, grabbing your audience’s attention immediately is vitally important.
3. “We remember 85 to 90 percent of what we see, but less than 15 percent of what we hear” (61). Developing an image for your campaign can help make your message stick Visual techniques usually fall into three categories: “Juxtaposition consists of two different images next to each other, fusion combines two separate images, and replacement refers to using an image to evoke another image in the mind of the audience” (64).
Q. How do you “get personal” when you are an organization without a “face,” like the Somaly Mam Foundation? Are there ways to be personal without a representative?
-Corin Vallee
WING 2
ReplyDelete1.In order to grab someone’s attention it is important to reach them on a personal level so they are more interested and want to be involved in what you are presenting. “You turn and look when someone calls your name. Why? Messages that metaphorically call out your name cultivate feelings of personal relevance. And that is more likely to lead to engagement and behavior change (p.56).” Facebook is a social media site that incorporates business aspects as well as social and personal so it is a good way to reach out to target audiences.
2.As consumers, we are constantly having campaigns and products thrown in our face wherever we look. It is important to create a campaign that is unique in order to grab our attention and surprise the target audience. “Something is new and original, and thus attention getting, only the first time you hear it. Why only the first time? Because humans are biologically wired to be attuned to surprise (pg58).”
3.Design principles 3 and 4 work hand in hand in order to grab attention. Principle 3 says to “show, don’t tell (pg66)” and principle 4 expands further to not only use sight but the other senses as well to grab attention. Human senses are extremely strong and can change behavior and engagement. “Design your campaign so that it triggers the senses: sight, sound, hearing or taste. Use music to tap into deep, underlying emotions (pg66).”
How do you get personal without intruding on a person's privacy and comfort levels since each person is different?
Wing 2:
ReplyDelete1) On page 57, when explaining that drawing from emotion is important when creating relevant messages, it says, “…when people are shown emotionally intense pictures, they are more stimulated than if shown emotionally neutral pictures, and they spend more time looking at them.”
This reminds me of one of the PowerPoint presentations in my Public Affairs class. While going through the slides, my teacher showed us images from different stories that occurred over the past few years. These images were so emotionally charged that most students knew the story behind the images shown, even if they were just simple mug shots. Although these students probably saw these pictures often, this shows that they also spent more time looking at them than they would of a neutral mug shot of a random person who committed a smaller crime.
2) I agree with the statement that, “90 percent of consumers trust product recommendations from personal acquaintances¬…” which makes social networking a key source of advertising and marketing, because this is true for me (52-53).
I often find out about new products while on Facebook from my newsfeed. By seeing what my friends who are similar to me like, if these products interest me, I sometimes try them out myself. If I do not see new things on my Facebook, then I usually just stick with what I already have or use, because I have realized that commercials often exaggerate.
3) It’s interesting that “it may not be the type of music you use for your campaign or brand that grabs attention, as much as it is the pace of the music and whether changes in music are worked in” (66). This is important because there are definitely genres and different songs that flow better with specific types of campaigns and products, but a marketer shouldn’t necessarily select that music.
Recently, I have been seeing many commercials that use dub-step music and I have been wondering why because they have been for products that are not really marketed for people who listen to dub-step. However, it now makes sense because while dub-step usually follows a pattern it can be unpredictable, especially to those who are not as familiar with the genre. When the commercial begins with a normal electronic sounding song and then all of the sudden becomes dub-step, “the expected progression of music doesn’t occur” and “that’s when the brain starts paying attention” (67).
QUESTION: What should the next step be if one is stuck and simply cannot brainstorm or think of something new and creative that will interest their target audience?
Dragonfly Effect Wing 2
ReplyDeleteObservation 1: “attaching your message to powerful visual images gives your audience the ability to think in a deeper manner about your message, about how it relates to them personally.” (64) Right now there are several AT&T commercials being run, “It’s Not Complicated” is the tagline, and they are not only visual with the guy sitting at the table with the small kids, but you get it, it’s relatable and it’s not complicated. They are simple commercials with powerful messages. They grab your attention.
Observation 2: “You can’t be remarkable by following someone else who’s remarkable. You need to develop a metaphorical purple cow, a cow that looks different enough from all the other cows in the pasture to surprise passersby lulled by the sameness of black and white.” (60) Take your simple product and wow it with unique marketing. Don’t follow the norm. Take your unique product and find the right people.
Observation 3: “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want more.” (51) Keep them interested on the page, whether it is a video, an image, a song, a tagline that really reels them in, etc. This will produce results.
Question: How long does it usually take to test your audience before finding out what sticks? Is it possible to wear your audience down in this process?
1) “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want to know more.” (p 51) Because their is so much “noise” in the outside world it is important to draw people in quickly at their initial glance. It takes new strategies to grab their attention with a message that speaks to them.
ReplyDelete2) In an overmessaged world your message must surprise. “Something is new and original, and thus attention getting, only the first time you hear it.” (p 58) Some ways to grab attention immediately include: leading with what is most important to the audience, starting with a fact, beginning with a question, or employing humor that is used strategically and carefully.
3) It is important that you do not underestimate the important of your visual identity and it is important to make a visceral connection. “As a species, we remember 85 to 90 percent of what we see, but less than 15 percent of what we hear.” (p 61) It is important to design your campaign so that it triggers the senses: sight, sound, hearing, or taste. “Sound-and in particular music- is another critical tool. Although much has been said and done to tap the power of sound (think Intel chime) or music (think Youtube videos that you share with friends), less is known about why certain music grabs attentions”
Q) How do you choose the right metrics when gauging the effectiveness? How do you known that you are grabbing the attention of your audience?
Wing 2: week 11
ReplyDelete1) “stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention (p.50).” I feel like this is a very obvious word o use when selling an idea, yet it makes it sound much easier to do than it actually is in terms of selling a product or growing a business. However the idea really “sticks” once the example of Bonobos CEO using twitter to involve directly its customers.
2) “Facebook is a powerful medium for fostering- and continuing –a personal connection (p.56).” This quote follows the first step of The Dragon Fly Effect of Wing 2 get personal. I strongly agree with it from my own experience of finding a new clothing company and wanting to order clothes. I asked my peers and when they hadn’t heard of it, I checked to see if it was legit by looking at its Facebook page, which has 135,000 likes and an endless amounts of comments. I bought the clothing.
3) “Precisely because the advertising landscape is so cluttered and it’s so difficult to grab anyone’s attention, marketers have been playing with images to surprise, startle, and occasionally shock their audience (p.63).” This quote goes along with “stick” and grabbing the audience attention, the first images that come to mind are those from Peta and the horrific images they sometimes show of abused animals. These are images that you can’t get out of your head and make you never forget their organization or their cause. However it seems that that is the simplest approach, but it comes with a lot of negativity. I just wonder if one wants to share positive in such a negatively influence media culture how does one do that?
The unexpected is describes as reframing the familiar, how does one know when their idea is just to abstract? How do we stir clear in order to his all consumers that have various abilities and interests to comprehend abstract visuals?
1. “Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention (p. 50).” This can be an underlying concept that resides in your ad campaign. Stickiness is important because it will keep people hooked on your idea and even cause them to spread it through word of mouth. There is no better advertising than having your message passed on from a satisfied member of your target audience.
ReplyDelete2. A successful way to grab your audiences’ attention is to get your idea on a personal level. You can achieve this by using social media, or more specifically, Facebook. “Tagging” your audience, or allowing them to tag pictures of themselves at an event your campaign is hosting, is an efficient method of spreading your message over the internet (p56). People who are friends with the people in your target audience will view these images and possibly be interested in what they are doing at your event. This can lead to people researching your cause even if they never heard of your campaign. The more people show interest in what your campaign is about, the more they will be likely to follow it.
3. “Don’t underestimate the importance of your visual identity (p. 61).” It is important to have a recognizable image that stands out from others. You also need to keep in mind that whatever you choose your image to be, it must reflect your campaign’s intent. Visual symbols and writing font style all contribute to your image. The language you use can also help paint a picture of what your campaign is trying to accomplish. All of these factors must be taken into consideration when attempting to create an image for your marketing campaign.
Q: Is it ever appropriate—for the sake of standing out—to create an identity that would seem contrary to what your marketing campaign is trying to accomplish?
Week 11: Wing 2 – Grab Attention
ReplyDelete1) With dwindling faith in advertisements, marketing campaigns need to break thought the clutter that audiences see and hear every day. Companies like Bonobos, “grabbed attention by differentiating the product. Available in distinctive and uniquely named colors (Mint Julep, Pink Party Starters, and Panta Claus a.k.a. red plaid), Bonobos’s clothes stood out in a crowd” (53). Before deciding on a method to grab consumer’s attention it is important to focus on how the audience would interpret such an ad, creating prototypes is essential to success.
2) One of the design principles for grabbing attention is getting personal. The Somaly Mam Foundation is a nonprofit that helps women and girls who are survivors of sexual slavery implements this design principle. “Through Facebook, Somaly interacts with individuals all over the world, responding to comments on the page and providing personal insights from the perspective of the girls in Cambodia” (56-57). By personally crafting these responses the foundation engages the audience and grabs their attention.
3) The third design principle for grabbing attention is visualizing your message. “As a species, we remember 85 to 90 percent of what we see” (61) so it is extremely important that we focus on what the audience will see. An excellent example of this Apple’s white iPod earbuds: “Prior to the iPod nearly all earbuds were black. White earbuds not only made the iPod stand out but also may have helped create a perception that more individuals owned iPods… distinctiveness can create the impression that something is bigger than it is” (62).
How long is the process of prototyping the effectiveness of an individual presentation or even an entire campaign?
“Grabbing attention…is the critical follow-up to Focus…once you’ve grabbed their attention, amazing things can follow (51).” I formulated this statement using various sentence structures from page 51. I feel as though this statement sums up perfectly why we as social marketers need to grab attention. If a company does not grab the public’s attention, then the company will have a difficult time getting their message heard over all the noise from other media outlets.
ReplyDeleteDesign Principle 2: Deliver the Unexpected is a great tool to use to capture the publics attention. Again, with all the noise surrounding the media, it makes it very difficult to truly understand all the different messages being transferred. When I think of previous companies that have used an “element of surprise (60)” to capture the audiences attention, I think of advertisements with shock value, usually the graphic commercials that are associated with smoking and drug abuse. The messages being sent through these intense graphics communicate with the public non-verbally, which for some is harder to bare.
The advice to use Google and Twitter to help track online elements of a campaign (67) is not something I would have thought of. In my mind, Twitter and Facebook have always been platforms to spread a message to the public, however I think it is a great idea to utilize both to their fullest capabilities and use them as a means to track viewers. Those statistics are vital in determining whether the public hears a campaigns message.
Question:
What Principle do you think is most important for grabbing the publics attention?
Wing 2:
ReplyDelete1) Even during times where the economy is struggling, it is possible to turn a profit using simple techniques such as those used by Bonobos. This company relied upon simplicity, low costs, and social networking to reach success in a difficult time. They used Twitter to reach out to their customers and offer special promotions: "Once a day for a month, CEO Dunn asked questions...and followers who responded were eligible to win a free pair of the company's new swim trunks...Such ideas helped Bonobos stand out" (50-1).
2) Grabbing attention is a key to success, but in today's world where Americans are bombarded with messages every day it can be difficult to really stand out. For this reason, people have been found to trust each other for product recommendations more than conventional advertising. Bonobos was able to differentiate their product and "Word spread quickly among Spaly's and Dunn's fellow students at Stanford's business school--giving them a jump-start on sales" (53). This goes to show that even in such "noisy" places, messages can be heard if they use the right methods.
3. Using visuals, words, or concepts that personally resonate with other people will give them more of a reason to support your cause. The Dragonfly Effect gives a fantastic real world example of this at work. The authors had their kids set up a lemonade stand and use different signs to attract customers. The one reading, "Spend a little time and enjoy C&D's lemonade" saw the most customers and money spent on the product. This is something that marketers have figured out as well, "By referencing time, marketers have found that they can tap into more favorable attitudes--and sell more" (57).
Question: It is hard to get noticed with so many people trying to make it in today's world. How can these techniques be implemented in already over-crowded areas?
Some may think that spending huge amounts of money on advertising campaigns is the way to be the most successful. However that is not the case, the most effective advertising technique is person-to-person marketing. “90 percent of consumers trust product recommendations from personal acquaintances.” Social marketing has become a crucial tool in communication dialog between consumers.
ReplyDeleteIn today’s world consumers are presented with hundreds of advertisements every day. The consumer has built up immunity to these advertisements and not every ad is heard. The advertiser must “come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them.” In this medium it pays to be different and original. The four principles for grabbing attention are; get personal, deliver the unexpected, visualize your message, and make a visceral connection.
“The Happiness Machine,” was an advertising campaign Coca implemented in 2009. I had never heard of this campaign before, however I think it was an extremely creative way to grab attention and increase sales. After doing research on the target audience Coke decided that traditional media spending was not the best fit for their audience. Instead, they installed ‘Happiness Machines’ in school cafeterias. “Although traditional Coke ads would reach a larger audience, Coke’s initial data suggest that the Happiness Machine has had much more meaningful impact with consumers.”
Question:
How often are new campaigns that are intended to grab attention implemented?
1) “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want to know more. And once you’ve grabbed their attention, amazing things can follow, whether it’s getting men who hate to shop to buy more pants, or enticing people to volunteer time or money to a cause.” (pg. 52). I can attest, as both a customer and hopeful advertising executive, to the importance of not only grabbing a person’s attention, but also keeping it there. In order to build a successful, loyal brand of customers a company or organization needs to focus their efforts on not only ‘getting their name out there’, but making their brand stand out is just as, if not more important to their overall impact. It’s in the EFFECT or INFLUENCE where true customer loyalty and brand dependency lies- and this section of the book does a great job of outlining the importance of this already proven theory.
ReplyDelete2) “To avoid losing their minds, people have built up immunities to marketing. It doesn’t work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them” (p. 53). Due to the OVER everything that has plagued the world of marketing, over-exposure, over-consumption, over-stimulants, over-exaggerations, the list goes on....most people have developed a block out or filter system of traditional advertising. Now whether or not their efforts are totally effective is a different story, but the truth is that just about 96% percent of people have adapted NOT to believe the claims that advertisers make in today’s consumerist led world. And why should they? Multitudes of bogus claims, false promises and failed efforts have proven many of these assumptions correct, but this leaves a polluted and especially dense cloud of smoke for the rest of the potential businesses or organization to have to decipher- many of which have never had the intention to ‘trick’ or ‘lie’ to their customers at all!
3) “Note that eliciting emotion is vital to crafting personal messages” (p. 57). I can attest to the fact that a majority of the the commercials I remember, the products I buy and the businesses/organization that I support are based off of this quick note in Wing 2 of the DragonFly Effect. Emotional responses, whether they be anger and resentment (animal testing: PETA commercials), heart-warming (Charity Water’s vision driven YouTube videos), humorous (Coca Cola’s ‘Happiness Machine advertisements) or even eliciting fear (that car commercial with the screaming monster) often cause me as a consumer, and as a fellow human being, to REALLY pay attention to what’s going on in front of me. Making relevant personal messages, if successful, can cause a product, brand or impact to ‘stick’- and THAT is what drives people to act on their emotional responses and support whoever is behind them.
QUESTION: How does a brand successfully put themselves in a position to ‘stick out’ in such emotionally charged advertisements? What is the science and theory/balance behind eliciting emotion but also making the business/organization obvious enough to remember without taking away from the promotion itself?
1. The best way to target a specific audience through a campaign is getting on their level. Relating to them and knowing what they want out of a campaign is crucial. Bonobos does this by making dress pant shopping for men as easy as possible, which caters to men who hate shopping. Their success thrives off of the great accessibility for men to get dress clothes that they like. In addition, Bonobos advertises comfort and style. By giving out this package deal to a market who want the appropriate dress code along with the comfort gives them a reason to try out Bonobos’ clothes.
ReplyDelete2. Giving a vague and catchy statement or phrase in a campaign makes the consumer want to look more into what your campaign is about. First impression is everything. This even relates to sometimes looking at news articles and looking at the titles of them to decide which one to read. You’re going to pick the title that sounds the most catchy and interesting.
3. Showing and not telling in a campaign is a great way to validate what you’re stating in your campaign. This is especially true for non-profit organizations. Using a picture to show people in action helping other people instead of just saying “We did _____” shows that you’re following through. Showing and not telling also lets the audience relate and sympathize with your campaign. Showing them helps them motivate them to be a part of the movement.
QUESTION:
How can you get your message across “primitively” without sounding too amateur?
1) It is important for social marketing to create a connection and loyalty with their audience. They need to make their consumers feel as though their product is not just on the market to sell, but to help others. “90 percent of consumers trust product recommendations from personal acquaintances.” To gain the consumers recommendations, the market must first develop a social market that will spark the relationship.
ReplyDelete2) As easy as it is to follow everyone else in the social market, it is worth the harder work to be different. “You can’t be remarkable by following someone else who’s remarkable. You need to develop a metaphorical purple cow, a cow that looks different enough from all the other cows in the pasture to surprise passersby lulled by the sameness of black and white.” (60) By being different you stand out more amongst the crowd, thus getting yourself noticed, and grabbing that much needed attention to apply in social marketing.
3) Many courses that we take for PCOMM majors focus on the visual assets of selling a product. In the Dragonfly Affect they say not to “ underestimate the importance of your visual identity (p. 61).” This holds true in a lot that we learn because it is important to be creative and different but at the same time it needs to be clean and professional. Visual imagery is a very powerful thing because consumer can take one look at something and make a judgment unknowingly.
Question: What if they way you choose to stand out isn't effective in grabbing an audiences attention? Do you try a different method, or try a different target audience?
1. Grabbing attention is key to the overall Dragonfly Effect. It is referred to a “hook” in our book that captures someone’s interest in a very deep way. Starbucks launched a fair trade campaign and became the biggest buyer of fair trade coffee. They also introduced the first coffee cup made partly of recycled materials. They also used social media to grab attention towards all of their achievements.
ReplyDelete2. “We remember 85 to 90 percent of what we see, but less than 15 percent of what we hear.” Visual identity is really important. A product or campaign’s message can be altered through the eyes of others just based on the visual appearance. The book discussed how “baby-faced people are through of as honest, warm, and more approachable. People with masculine features…are perceived to be more dominant.”
3. The four design principles to grab attention are to create with a personal hook in mind, be unexpected, show visually what you want to convey, and design your campaign based around sight, sound, hearing, or taste.
Question: Is it difficult to be accurate but also creative? How do you determine how successful a campaign actually is?
Wing 2:
ReplyDelete1. Grabbing someone’s attention is not as easy as it sounds. There are many elements to gaining focus to your campaign. First, there is stickiness—a new term to me. “Stickiness refers to a quality that the most successful ideas and endeavors gave: that of grabbing and holding attention” (page 50). The second wing of the Dragonfly Effect focuses mainly on this idea of getting attention. “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook” (page 51).
2. The way that we receive our information has totally changed. We are constantly bombarded with noise and advertisements that we have discovered new ways to get our ideas. “According to the 2009 Nielsen Global Online Consumer Survey of more 25,000 Internet customers from fifty countries, 90 percent of consumers trust product recommendations from personal acquaintances---making such recommendations the most trusted form of advertising” (page 52). These findings therefore make it more difficult for social campaigners to target an audience and get their attention long enough for them to act.
3. Not surprisingly, we are very visual people and what we see influences us greatly. This chapter on “Wing 2” suggests social campaigners “show, don’t tell” (page 61). Visual techniques have become such an important part of marketing (think of The Meth Project) that advertisers must be extra careful in their visual marketing because our eyes are so cluttered with images these days. There are three popular visual techniques used: “Juxtaposition consists of two different images next to each other, fusion combines two separate images, and replacement refers to using an image to evoke another image in the mind of the audience” (page 64).
How do you determine what might be more visually appealing and exciting for the consumer but won't actually evoke any other effective reaction?
Wing 2- Grab Attention
ReplyDelete1) In order for a product to grab the attention of consumers, a three-pronged planned should be implemented: a simple yet sticky idea, direct to consumer distribution, and Internet/social media driven media advertising. “You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them” (53). “Social networking- whether done via email, blogs, online communities, or retailer websites themselves- right in the forefront of today’s marketing and advertising wars” (53). “By rapidly prototyping your ideas- testing several concepts on your audience to see what sticks- you can come up with the best way to grab their attention appropriately” (55).
2) There are four key principles to help grab attention and hook the consumer: get personal, deliver the unexpected, visualize your message, and make a visceral connection. “[…] employing visuals, words, or concepts that personally resonate with potential customers or contributors will make them care about your effort” (57). To grab attention immediately, lead with what is important to the audience, start with a fact, begin with a question, and employ humor (but strategically and carefully)” (59). “[…] pictures trump words in terms of grabbing attention because they’re composed of lines and curves that are more complex, and therefore distinctive, than the lines and curves that compose words” (64).
3) In order for campaigns to be successful in terms of gauging the target audience, the effectiveness must be tested using a prototype. “[…] evaluate your campaign’s ability to grab attention by determining whether it serves as a social media tipping point” (68). Two great tools for measurement of online activity are Google and Twitter (67). “Number of followers is another metric, but like page views on a website, that measurement can be misleading” (68).
Question: If you're using humor in the campaign, how do you judge if it's being used 'strategically and carefully'?
1. The four key design principles to help hook your user are; get personal, deliver the unexpected, visualize your message, and make a visceral connection. “The concept of personal time investment has yielded a community of deeply loyal users.” Referencing time allows marketers to tune into favorable attitudes.
ReplyDelete2. “The element of surprise in marketing has been particularly effective in influencing viral behavior.” For example, Coke’s “Happiness Machine” had an element of surprise and therefore established an emotional connection with consumers. Coke posted a video to YouTube about the “Happiness Machine” and within two weeks it had 2 million views.
3. “As a species, we remember 85 to 90 percent of what we see, but less than 15 percent of what we hear.” Rock the Vote campaign relied on visual images that were shocking and grabbed attention in order to build the political power of young people. As a result, in 2008 ~22 million eighteen to twenty-nine year olds voted.
Is one visceral connection stronger than the other (ex. sound vs. smell)?
Wing II
ReplyDelete1. “90 percent of customers trust product recommendations from personal acquaintances.” (pg 52) “…only 17 percent of customers said they trusted people who work in the advertising industry…” (pg 52) It is what these numbers represent that make me believe that social media marketing is, arguably, one of the best channels of advertising. Consumers market your product directly to their friends and your target market.
2. “To avoid losing their minds, people have built up immunities to marketing. It doesn’t work to simply shout louder.” (pg 53) This is a very interesting way to put how consumers are becoming more and more resilient to marketing. Advertising needs to be more attractive and interactive with the target audience.
3. “…in presentations, when information is conveyed orally, people retain only percent of the content. But when a presentation includes visuals and words, the number increases to 50 percent.” When an audience engages in more than one sense, for example hearing and seeing, it makes the experience hugely more interactive and retainable. I find this especially true in class lectures. When I am in a lecture without any aided features, such as power point, I find my attention is lower than when visuals or words are used.
Question: How can all of the senses be involved in marketing?
Wing 2
ReplyDelete1. In The Dragonfly Effect, the authors talk about grabbing attention. They write, “And once you’ve grabbed their attention, amazing things can follow, whether it’s getting men who hate to shop to buy more pants, or enticing people to volunteer time or money to a cause.” It seems here they marry the focus and grab attention wings. You must recognized a need to be able to cater to that message, or to grab attention.
2. The book talks about Starbucks and their attempt to re-grab attention. To do so, they revived their customer loyalty by promoting a socially responsible agenda. This is interesting because from academic discussions, I know that Starbucks actually exploits the coffee workers that it buys from. This points to a problem with the social marketing agenda. How can we be sure that companies are not using socially responsible campaigns only to bolster business?
3. The book talks about a social-media tipping point. They write, “You can evaluate your campaign’s ability to grab attention by determining whether it serves as a social media tipping point. To do that, you determine whether your campaign has set off a chain reaction, a process by which something becomes viral.” In comparing this to diffusion theory, the social media tipping point sounds a lot like critical mass.
Question: How can one determine if the marriage between a campaign for social change and corporate commercialism is good for us or bad?
Grabbing attention is increasingly difficult in our era of information overload. “The amount of information generated...is growing at a rate exceeding 65% each year” (52). It doesn’t surprise me that people who were surveyed spend about 26% of their time dealing with the consequences of too much information because I feel like I am being constantly bombarded with information every moment and having to distinguish what is important and what is junk.
ReplyDeleteA lot of people today feel that advertisements are overwhelming and don’t have anything relevant to offer. And so “social networking--whether done via email, blogs, online communities, or retailer websites themselves--right in the forefront of todays marketing and advertising wars” (53). Wing 2 says that people have built up immunities to marketing and so marketers have to be increasingly strategic to be heard. Of course this must be true, aren’t the advertisements from years ago vastly different than the ones we see today? Years ago, a perfect set and perfect actors to create a perfect family and an ideal lifestyle were major themes of television commercials. Today, many commercials are primarily made up of user-generated content uploaded by customers themselves. Techniques change because people get bored.
“eliciting emotion is vital to crafting personally relevant messages...employing visuals, words, or concepts that personally resonate with potential customers or contributors will make them care about your effort” (57). It’s all about how you can hit deeper with your target audience. If you make them feel, they’ll remember you.
Question: As people become more desensitized to violence and shocking images, will marketers go back in time and possibly use images that invoke nostalgia to grab attention?
1. It is important to send out a memorable message. Because of all the "clutter," creativity is key. "'Stickiness' refers to a quality that most successful ideas and endeavors have: that of grabbing and holding attention." This idea of stickiness is important in resonating with the audience.
ReplyDelete2. Part of creating this stickiness is doing something different. Unexpected surprises will grab attention. Some say "observe what others do - and then do the opposite." This helps stand out among other advertising.
3. "We remember 85-90% of what we see, but less than 15% of what we hear." A picture says a thousand words, and can also express emotion better than words. Using color to stand out, like with Nike & (RED) and Apple's white ear buds, not only attracts attention, but also helps bring recognition to the brand.
Question - Does shock and surprise work for all audience? All products? All environments?
The Dragonfly Effect: Wing 2
ReplyDelete1. The biggest challenge and focus of Wing 2 is making an idea, concept, or product stick. “Stickiness” refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention.” I’ve heard this term before and it really is central to having your venture take off – you can have the most focused, researched, and brilliant idea ever but if you can’t communicate it to the public in a way that makes them interested, you’re out of luck.
2. One strategy of breaking through traditional clutter is getting people to talk about and promote your strategy for free, through social media and word of mouth. “90 percent of consumers trust product recommendations from personal acquaintances – making such recommendations the most trusted form of advertising.” There are so many traditional advertisements out there that many people skip over them or tune them out, but people do trust their friends and family, so getting an idea that people want to talk about is a great way of promoting your product.
3. A great way of connecting to people is getting personal and engaging the limbic emotional brain. “Brain-imaging studies reveal that when people are shown emotionally intense pictures, they are more stimulated than if shown emotionally neutral pictures.” Once you focus in on your target audience you should have an idea of what will engage them emotionally – utilize it!
Question - How can you be sure that your message will be "shocking" if there are so many shocking messages out there? How can you be sure that your idea is really out there if, more than likely, someone has thought of it before.
Wing 2:
ReplyDelete“To avoid losing their minds, people have built up immunities to marketing. It doesn’t work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them.” (p. 53)
Looking at the statistics given in this book about how overwhelmed people are by advertisements, this makes sense. 60% of people feel bombarded by advertisements. Some ads have resorted to shouting louder, which isn't the solution. Thanks to the CALM act passed by Congress, companies can’t do that pesky scheme where they raise the volume of their ads so you have no choice but to hear them. So how do you get your message across effectively then? Change your technique. Instead of giving people what they’re used to, the same old same old, mix it up.
Why do companies not take this to heart and still find it effective to give the consumer extreme headaches to get their message across?
“Bonobos runs creative contests to grab the attention of both existing and potential customers. The company’s most notable campaign was Tweet for Trunks. Once a day for a month, CEO Dunn asked questions like, “Should Bonobos make denim?” or “WHat is an area where we can improve?” and followers who responded were eligible to win a free pair of the company’s new swim trunks. The promotion helped the company increase its Twitter follower count by 300 percent, and led to an increase in sales conversions on its site. Such ideas helped Bonobos stand out.” (p. 51)
This section is exactly what the first excerpt is referring to. Bonobos found a way to become an extremely different type of company in terms of advertising. They publicized through word of mouth, which comes off as more genuine and effective than throwing messages in the consumer’s face. And best of all, this way is free! Not only is it free, but it is getting the consumer involved in company and how it is run. This is how Bonobo’s has become a top selling pants company, even though they have only been around for five years.
How can other companies follow in Bonobo’s footsteps and duplicate their success without copying their exact method of success?
“In an overmessaged world with overwhelmed subjects, your message must surprise. So why are so many of the techniques used by marketers, by definition, formulaic? Too often strategies and tactics are mimicked in a predictable way. Such retread strategies are more likely to fail. Something is new and original, and thus attention getting, only the first time you hear it.” (p. 58)
This leads me back to my previous point. Surprise is a good way to get people’s attention, because it’s what ads need: fresh, new, and catches you off guard. But if you see the same commercial over and over again, the message isn’t going to be new or fresh at all. Most commercial use the same techniques, plain folks, beautiful people, etc. But why not come up with something new and fresh? The most successful ads have done this. For instance, Geico’s cavemen commercials were so successful that they got their own TV spin-off series. People weren’t watching these ads to see how they could save more money on car insurance, but to see what wild antics the cavemen were up to now.
1. A company can launch and become successful if it has a sticky idea, that is if the idea is something that makes people gravitate towards it and become interested in it. “Stickiness refers to a quality that the most successful idea and endeavors have: that of grabbing and holding attention”
ReplyDelete2. People no longer trust what advertisers say, they are no longer a credible source, and they are more likely to purchase a product that was recommended to them by a friend. “90 percent of consumers trust product recommendations from persona acquaintances”
3. In order to grab attention in a market where consumers constantly receive messages, you must create a message that is original, something that is not overly predictable and similar to what everyone else is saying and doing. Bonobos “Tweet for Trunks” is a good example of this.
4. Question: could a company survive by having twitter being its only form of contact?
1. “90 percent of customers trust product recommendations from personal acquaintances – making such recommendations the most trusted form of advertising.” It is rare that I will buy a product without talking to someone I know that already uses it or has used it in the past. The only exceptions are when it is something I can try on or I am in a store that I know carries quality products because I have been shopping there for a long time.
ReplyDelete2. “It doesn’t work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them.” I’ve found that when I follow a company on twitter or like them on Facebook and they continuously post uninteresting or unnecessary things I actually begin to dislike them because of how annoying it becomes. On the other hand when companies have mostly attention-grabbing posts of things that I want to see I end up visiting their page more looking for other interesting posts.
3. “Whether you’re selling shoes or soliciting donations for your favorite nonprofit, employing visuals, words or concepts that personally resonate with potential customers or contributors will make them care about your effort.” In class we have watched ads for the different campaigns that try to connect with the view emotionally. For example, Toms shows little children in need happily receiving shoes and the Meth project shows teenagers spiraling out of control due to a dangerous drug.
Question: How does "stickiness" apply to technology breakthroughs?
Wing 2
ReplyDelete1. “One of the most universal hooks that resonates with people is the simple mater of how they spend their time. By referencing time, marketers have found that they can tap into more favorable attitudes—and sell more.” Reading about the Time-Ask Effect reminded me of all of the animal abuse commercials and PSAs I see on television that try to grab attention by asking viewers to take time to donate.
2. Giving your audience visuals rather than just telling them to buy this product or donate to this charity is very effective. “Attaching your message to powerful visual images gives your audience the ability to think in a deeper manner about your message, about how it relates to them personally. For example, FEED projects’ logo and products are very recognizable and differentiates FEED from other nonprofits.
3. There are countless public service announcements that make visceral connections very effectively with the audience by using music. For example, The Surfrider Foundation. Music “engages the areas of the brain involved with paying attention, making predictions, and updating the event in memory.”
Question: How can a campaign grab attention without using Twitter?
1. “90% of consumers trust product recommendations from personal acquaintances” This statement really proves that social marketing is one of the best ways to advertise a brand or product. You have to be able to spark a relationship so that person to person marketing can start to take place
ReplyDelete2. “Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing & holding attention”
You really only have one chance to introduce your idea so you have to make sure that it hooks people well enough and that they will want to share it with others. In order to achieve the full impact you brand must standout.
3. “Note that eliciting emotion is vital to crafting personal messages”
In this section of the book we learned that people remember more of what they see over what they hear. Pictures can evoke more emotions than simple words on a page can. If you are able to make people feel certain emotions when they thing of your brand they will remember you more.
1. “90% of consumers trust product recommendations from personal acquaintances – making such recommendations the most trusted form of advertising. And not that social media have transformed the business of communication, people can promote (themselves, their favorite haunts, brands, and causes) to their hearts’ content, for free, and for those on the receiving end can choose to filter them out, which makes the whole enterprise mind-blowingly effective. This puts social networking – whether done via email, blogs, online communities, or retailer websites themselves -- right in the forefront of today’s marketing and advertising wars.”
ReplyDelete2. When Starbucks performance was suffering, they “knew it needed not only to change direction, but also grab the attention of a jaded world. To start, it launched a fair trade campaign and became the world’s largest buyer of fair trade certified coffee, aiming to offer coffee farmers in Latin America and East Africa more rewarding opportunities.” Sometimes you just need a new appealing idea to revamp your business and give it a new look and regrab attention…in a good way. Especially one that appeals sustainability. People love to feel good about themselves when they purchase something, and having a sustainable and responsible agenda can do just that.
3. “Messages that metaphorically call out your name cultivate feelings of personal relevance. And that is more likely to engagement and behavior change. “ It isn’t easy to grab people’s attention in a world where we are the victims of about 3,000 media messages a day. Being louder isn’t going to get you what you want. You have to appeal to people on an individual level. For example when the Gift of Life donor program took pictures of people and gave them information on how to find the pictures on their Facebook page, “participants went to Facebook, became fans of the page, and tagged themselves in the photos. Every photo they tagged appeared in their news feed which would be seen by all their friends, people who presumably would share similar interests.” And there is your new expanded audience.
Q: How do you make sure you are expanding to the right audience?
ReplyDelete
ReplyDelete1.The average consumer is becoming less and less affected by traditional marketing and a, “stunning 94% of people have turned their backs on traditional advertising.”(52) This decline is a result of two shifts: first, the overwhelming number of ads we are exposed to daily causes us to, “build up an immunity to marketing”(53) and second our convergence culture and the advent and subsequent success of social media as the newest, cheapest and most recently most successful form of marketing.
2.This shift away from traditional marketing forced advertisers to restructure their design principles to hook their audiences and grab attention. This is done by getting personal, delivering the unexpected, visualizing your message and making a visceral connection. The Coke “Happiness Machine” is the perfect example where one of the most well-known and respected campaigns in the world adjusted their strategy. “Coke posted a video on YouTube and advertised it with a single tweet” (61). The entire campaign cost less than $50,000.
3.One benefit of social media driven marketing is that it makes it much easier for companies to track the success and popularity of their campaigns. “It is important to map out metrics before you launch you effort, and to check in and evaluate your progress toward meeting your goals and metrics.” (67) Tool like Google Analytics and the twitter # and @ features makes the organization of results, traffic and opinion much easier.
Question: How does the low cost of using social media (youtube, twitter, facebook, etc) as the medium to introduce ads to the public affect TV networks who heavily rely on that advertising money as a major source of profit?
Wing 2:
ReplyDelete1. Although "94% of people have turned their backs on traditional advertising", social media is important because it allows consumers to "trust product recommendations from personal acquaintances". Social media and social marketing relates with real people, and allows the consumer to get feedback on potential products and businesses.
2. There are three design principles that can grab attention. These include "getting personal, delivering the unexpected, visualizing your message, and making a visceral connection". These design principles help to "hook your user" and a sense of how you should "prototype and test your idea". Each of these things are sending a message that is "socially responsible" and is tailored to a specific group of people.
3. Twitter has been an incredibly useful social media platform in our society today. Twitter allows you to "track the attention of your audience". By receiving an @ mention, you can see the feedback your audience has to say. This can help greatly with a campaign because it will allow you to assess the progress of the campaign throughout the time it is happening.
Question:
- How can you use social media to reach an audience that may not have access to social media, or may not be familiar to the concept (elderly, homeless, impoverished, etc.)?
3.
1. Get personal with things like tagging photos to help grab people’s attention. “Participants went to Facebook, became fans of the page, and tagged themselves in the photos. Every photo they tagged appeared in their news feed, which would be seen by all their friends, people who presumably would share similar interests. It worked incredibly fast: page views jumped from 11 to 800 overnight (p. 56).”
ReplyDelete2. In a world filled with different media, surprises can help you to stand out and gain popularity. “The element of surprise in marketing has been particularly effective in influencing viral behavior. In a study that analyzed successful and global viral marketing campaigns, researchers discovered that surprise was the dominant emotion identified by consumers within each campaign (p. 60).”
3. Use search engines and other social media to help you see how your campaign is doing. “Google and Twitter help you track the online elements of your campaign. Google Analytics allows you to see the number of users who visit your site and to measure the engagement of your audience and power of your appeal by tracking the amount of time users spend on your Web page, as well as visitor bouncer rate (p. 67).”
Which is better when using images to grab attention, photo or video?
Wing 2:
ReplyDelete1.) Grabbing attention is a very important aspect in order to hook audiences into purchasing your product. The design principles include getting personal, delivering the unexpected, visualizing your message, and making a visceral connection.
2.) (page 67) "It's important to map out those metrics before you launch your effort, and to check in and evaluate your progress toward meeting your goals and metrics. Establishing a baseline gives you something against which to measure progress and should coincide with your goals." Some examples of ways to accomplish this is to use elements like Google and Twitter to track different aspects of your campaign and be able to weigh the successes.
3.) The new clothing retailer Bonobos founded in 2008 as a web-based company was extrememely successful through a three-pronged plan...
-Their plan was "sticky." "Stickiness" refers to the ability that they were able to grab and hold attention of consumer from the get go.
-The kept costs extremely low.
-it was an internet and social network driven marketing strategy. They focused on word of mouth in order to get their product and brand across to audiences which saved them a lot of money
Question: How else do companies like Bonobos reach audiences that are unable to access the web/ are not connected to social media?
1. Since we are receiving marketing messages so frequently in our daily lives, in order to reach your audience, it is key to find “attention grabbing” strategies. “To avoid losing their minds, people have built up immunities to marketing. It doesn’t work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them” (53).
ReplyDelete2. It is important for audience to be able to draw connections to your campaign through visuals since images create communicate with more meaning than simply using words. “As a species, we remember 85 to 90 percent of what we see, but less than 15 percent of what we hear. When it comes to social judgments, physical characteristics often determine whether we notice- and they shape our impressions”(61).
3. There are four design principles that a marker should implement to ensure that a campaign will grab the audiences attention. Campaigns should be: Personal, Unexpected, Visual and Visceral. “Personal. Create with a personal hook in mind. Unexpected. People like consuming and then sharing new information. Draw them in by piquing their curiosity. Look to reframe the familiar. Visual. Show, don’t tell. Photos and videos speak millions of words. Synthesize your thoughts with quick visuals. Visceral. Deisgn your campaign so that it triggers the senses: sight, sound, hearing, or taste. Use music to tap into deep, underlying emotions.” (66).
Question: What is the most effective principal to focus on when trying to grab your audience’s attention?
1. I thought it was interesting when The Dragonfly Effect pointed out on page 55, “You turn and look when someone calls out your name. Why? Messages that metaphorically call out your name cultivate feelings of personal relevance.” When designing a campaign, you want to grab people’s attention by “speaking” directly to them in some manner.
ReplyDelete2. One of the only ways to break through all of the noise that bombards us daily- media, Internet, work, school, family, and friends- is to use the element of surprise. The Dragonfly Effect writes on page 58, “In an overmessaged world with overwhelmed subjects, your message must surprise… Something is new and original, and thus attention getting, only the first time you hear it. Why only the first time? Because humans are biologically wired to be attuned to surprise.” Like we’ve learned in class, the reptilian brain processes the flight or fight mechanisms, which grab our attention instantly.
3. Design principle 4 in the Dragonfly Effect is to make a visceral connection. The text offers the examples of connecting memories to scents, and music engages people’s attention. I have found this to be true in our in-class quizzes when a video clip is shown. One of the first observations I take note of on my quiz is the music tapping into my limbic brain.
Question: Is it the pace of music, or the key/notes of the music that engage us and make us enjoy a song?
WING 2
ReplyDelete1). “Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention… Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook.” Wing 2 is all about grabbing the attention of your target audience. Without success in holding onto your audience your campaign will not survive.
2). The Four design principles to grab attention are: 1. Get Personal – “… cultivate feelings of personal relevance. And that is more likely to lead to engagement and behavior change.” 2. Deliver the Unexpected – “The element of surprise in marketing has been particularly effective in influencing viral behavior.” 3. Visualize Your Message – “Show, don’t tell. Don’t underestimate the importance of your visual identity… we remember 85 to 90 percent of what we see…” 4. Make a Visceral Connection –“…colors not only grabs your attention but makes your visual experience with the brand that much more memorable. Scents also have a powerful role to play in grabbing attention… Sound – is another critical tool… music engages the areas of the brain involved with paying attention, making predictions, and updating the even in memory.”
3). In order to maintain positive control on your campaign and its direction you must be able to gauge the effectiveness of your promoting techniques. Platforms that would be helpful for one to monitor their effectiveness are “Google and Twitter help track online elements… Google Analytics allows you to see the number of users who visit your site and to measure the engagement of your audience and power of your appeal…”
Question:
Out of the Four design principles what principle is the strongest in which to focus more attention and time on when creating your campaign?
1. "Stickiness" is the factor that can make or break a campaign. Wing 2 describes a campaign by menswear brand, Bonobos, that effectively used 'stickiness' to grab the attention of, and hold onto, the target market of male shoppers. By using memorable and personal attention grabbing techniques, Bonobos appealed to men who don't enjoy shopping. "Grabbing attention is more than capturing someone's interest for a moment as he scans a page or screen. It's a deeper, more elaborate hook..that makes people want to know more." (51)
ReplyDelete2. One of the most feasible and effective approaches to grabbing attention is making your campaign personal. Wing 2 revisits the power of using design tactics when creating a social marketing strategy. Getting personal is described as "metaphorically calling someone's name" (55), by creating a personal relevance and connection to your audience via sites like Facebook, "it is more likely to lead to engagement and behavior change." (55)
3. The Time-Ask Effect is another design strategy that can power up your social marketing strategy. Mozilla uses this technique to not only create their product, but also create a positive image to audiences about their brand. Professionals and users are asked to volunteer their time, rather than donating their money, to improving and testing the Mozilla software products. By creating a unique bond, and a seriously huge network. "The concept of personal time investment has yielded a community of deeply loyal users." (58)
4. When strategizing a social marketing campaign it is essential to think about the external aspects of your plan. Wing 2 describes this as "Visualizing the Message" (61) People are more likely to remember what they see, over what they hear. By honing in on the limbic brain's ability to create lasting memories, effective campaigns develop a specific physical identity. An example of this is the Table for Two non profit in Japan. In order to feed the hungry and improve the health of overweight people, this campaign cleverly named their organization with a visual for audiences in mind. (65)
Question:
Facebook seems like a great way to make a campaign personal, but I wonder with the multitude of companies and non profits using this channel to reach audiences, will the social networking approach eventually feel non-personal to people? What could be the next step for marketers to stand out?
Wing 2: Grab Attention
ReplyDelete1. Stickiness is an important factor to achieve grabbing people’s attention. It refers to a quality that the best endeavors and ideas have. If something is “sticky” then the idea was well thought out and successful. I found it interesting and professional how Bonobos handled the negative feedback of the “Big Chimpin;” video they posted. I would like to see the video to determine if it deserved the negative feedback it got, or if it was just activists being overly-sensitive. If it is the latter, than Bonobos was very professional and made the situation much better.
2. I was interested in reading about the Starbucks campaign. I as surprised to learn that there was a 40% decline in stock prices from February 2007 to February 2008, since I always thought that Starbucks had a more than loyal fan base. The 40% decline forced Starbucks to close 600 of its 17,000 stores! It’s good to hear that individuals consider company’s values when deciding on where to purchase goods. Once Starbucks became more environmentally friendly and implemented the fair trade campaign, sales went back up.
3. In order to grab attention you should manipulate the 4 design principles given by the mnemonic: PUVV: Personal, Unexpected, Visual and Visceral. People are more likely to respond to visuals, or pictures. Show them something new and different and relate it to your campaign. Visceral implies triggering the senses to tap into deep, underlying emotions. I think PUVV seems pretty basic but makes a lot of sense. If something interesting personally reaches me, for example, by my Facebook, then I am more likely to check out whatever that might be.
Do you think facebook will eventually become more about advertising than connections with people?
Wing Two: Observations
ReplyDelete1. "Stickiness refers to a quality that the most successful ideas and endeavors have:that of grabbing and holding attention." The main focus of chapter two is this idea of stickiness. How can you create and "idea" or "endeavor" and have it make a meaningful impact on a viewer. I think the concept of sticking is twofold: in one sense you want to stick out to a viewer and in another you want to remain with the viewer for a long time.
2. "94 percent of people have turned their backs on traditional advertising." With this stat, you can know that if your creating a hip new campaign, don't start with traditional advertising. Instead market the campaign so that your audience finds you. If they follow/like/etc you, then you will gain credibility from the people that follow them.
3. There are four design principles get personal, deliver the unexpected, visualize your message, and make a visceral connection. The first two reference the action you take on your campaign, how to seem like a human, while still marketing your cause. The latter take on the aesthetics of the campaign and the importance of visual imagery.
Question: Is twitter mandatory for a successful campaign?
“90 percent of consumers trust product recommendations from personal acquaintances” I feel that people have a natural trust in other people, but at the same time a natural distrust for large corporations. It is almost a mindset of , “What reason does Jim J. from Boston have to lie to me?” versus, “All Nestle wants to do is to sell me this candy bar, I don’t trust them”.
ReplyDelete“Attaching your message to powerful visual images gives your audience the ability to think in a deeper manner about your message, about how it relates to them personally.” Images have the ability to trigger memories that words cannot. If a car company places a high school football game in its commercial, you are more likely to think about your high school memories, ideally fondly, than you would have if the car company had simply referred to the car as American.
“As a species, we remember 85 to 90 percent of what we see, but less than 15 percent of what we hear.” This connects with the car advertisement. I can hear the automobile makers refer to their car as “American”, but I am more likely to remember it as American if I see a student in a tuxedo trying to get his prom date into the back of it.
How do oblivious is the average consumer to marketing techniques?
Wing II
ReplyDelete1. Wing 2 of the Dragonfly Effect touches on the importance of crafting messages to generate an emotional response. Most of the advertising we remember, we remember for a reason. We remember because in some what it touched us. We pay special attention to these types of media. Weather it is humorous, heartwarming, scary, etc, we as humans are more likely to take note of it. “Note that eliciting emotion is vital to crafting personal messages” (p. 57).
2. One of the only ways to break through all of the noise that bombards us daily is to use the element of surprise. This noise consists of media, internet, work, school, family, and friends. “In an over messaged world with overwhelmed subjects, your message must surprise… Something is new and original, and thus attention getting, only the first time you hear it. Why only the first time? Because humans are biologically wired to be attuned to surprise.” (p. 58) This directly relates to the reptilian brain, made up of fight, flight, mate, and eat.
3. In order to track how your campaign is doing, the author recommends using search engines and other social media to help you see progress. “Google and Twitter help you track the online elements of your campaign. Google Analytics allows you to see the number of users who visit your site and to measure the engagement of your audience and power of your appeal by tracking the amount of time users spend on your Web page, as well as visitor bouncer rate (p. 67).”
Question:
What is more important in creating a successful advertisement, visually appealing, or content relevance?
1. I can definitely see examples of the following quote in my own life: "People have built up an immunity to marketing. It doesn't work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them." (53)Whenever I am on the internet, I am pretty easily able to ignore the traditional advertisements. However, when a certain company comes up with a unique way to produce an ad, it catches my attention and I give it a second look.
ReplyDelete2. I think what the authors' said about the element of surprise was a very insightful thing to learn when going into the field of marketing. They said, "In a study that analyzed successful and global viral marketing campaigns, researched discovered that surprise was the dominant emotion identified by consumers within each campaign." (60)I can see how this holds true; when ads employ the use of unexpected behavior from its' characters, or has an absurd setting, the viewer cannot help but to keep watching and look into it further versus dismissing the advertisement.
3. Going off of the previous observation, the follow quote goes into a specific example of one of the most effective ways surprise can be employed in an ad:"Replacement is the most complex and effective form of this visual shorthand, which is designed to grab attention and thus persuade." (64)This could perhaps be the most effective because the slight decent from reality captures peoples' attention more than an obvious and absurd decent from reality which could be easily dismissed because of it's ridiculous nature. In short, a cleverly thought out replacement technique is an effective form of the element of surprise.
Question: With a limited budget, which platforms are the most effective in reaching the largest audience possible?
1. Grabbing people’s attention is essential to having a successful campaign. “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want more.” (51). Connecting to the person on a personal level is a way to get the attention of a person and will allow you to pitch your idea. Using Facebook and adding peoples names to emails and promotions will make your campaign more personal.
ReplyDelete2. Using emotion in campaigns is a way to connect with the public on a personal level. “…eliciting emotion is vital to crafting personal messages” (p. 57). Appealing to humor, fear, sadness, and love in advertisements are common, successful techniques that are used in most campaigns today.
3. Using images and colors are important and grab people’s attention. People will remember you and your advertisement if you use these images and colors repeatedly in your ad and become associated with it. Images that stand out and make the audience curious are successful at capturing and maintaining attention. I agree with this statement and find myself more drawn to advertisements that use visuals that are unique as well.
Question: Surprising audiences and generating fear may be a successful strategy to gain attention but how to do you maintain their attention and keep them interested for long periods of time? Is using surprise/shock elements something to be used only for short-term campaigns?
“Note that eliciting emotion is vital to crafting personally relevant messages.” (p 86)
ReplyDeleteSo true! If you can’t evoke emotion, how are you going to grab anyone’s attention? Everyday we see something that catches our eye because it made us feel something. Facebook is a great place to see this in action. It’s always interesting to me how things get shared on Facebook and what makes people “like” and comment on certain things. But if the post they liked or commented on, didn’t evoke emotion, whatever the message is would fall on deaf ears…or blind eyes rather!
“Employ humor but strategically and carefully.” (p 88)
Again, so true! An example that comes to mind is this: Today I decided that I was going to finally take a leap, and do something I’ve been thinking about for years…..trying to break into the radio world. I’m a fan of 95TripleX and listen to their hilarious morning show. I’m so envious of the morning show hosts and would love to have that job! So? Today I decided to write a strategically humorous email and cover letter, and sent it their internship contact. Within in 30 minutes, my phone was ringing, and one of the morning show hosts called me laughing to say how much they appreciated my email which really grabbed their attention. Now they are inviting me down to interview me for a spot as an intern for their morning show!
“Four design principles to grab attention: Unexpected- People like consuming and sharing new information. Draw them in by piquing their curiosity.” (p 95)
This relates to what I’ve just mentioned above. But people don’t want to learn something new instead of the same old same old. Even if the information you are trying to get out is the same old same old, if you figure out a new an exciting way to get out the message, you can still effectively grab someone’s attention.
(Shelby Mathews)
ReplyDelete1) One of the best ways to get an audience is to create a brand that people can trust. When that happens, it will return to the company tenfold through successful word-of-mouth to friends, but it requires work. You need to grab their attention and everyone and every group needs a different approach.
2) In this present day, nearly everyone has an extremely short attention span. This is a huge disadvantage when trying to grab someone’s attention quickly. You need to research the demographics and a person/group before creating a strategy to get them to use your business.
3) Since it is hard to get peoples’ attention in this Present Day, tracking what/how they feel about your business would be smart. Thank to technology, such as Google Analytics and social media platforms to name a few, it is simple to track comments, likes/dislikes, reviews, etc. and be able to alter your approach or your product when needed.
Question: Since it is so simple to track what someone feels about your business/product, does it give an opening for some businesses to slack on their products since some businesses can alter ASAP when a bad review is found?
Wing 2:
ReplyDelete1. "Grabbing attention is more than capturing someone's interest for a moment as he scans a page or screen. It's a deeper, more elaborate hook. Whatever it is, it makes people want to know more,
" (51). The most important part of grabbing someone's attention is doing so in a meaningful way. The message has to stick in one way or another.
2. "The element of surprise in marketing has been particularly effective in influencing viral behavior. In a study that analyzed successful and global viral marketing campaigns, researchers discovered that surprise was the dominant emotion identified by consumers within each campaign," (60). People like things that differ from the usual. If something is uncommon, it is more likely to be noticed and remembered.
3. "Show, don't tell. Don't underestimate the importance of your visual identity. As a species we remember 85 to 90% of what we see, but less than 15% of what we hear," (61). As a visual learner, I can especially relate to this. I am drawn to ascetics and visual displays.
Q: If the visual is so important, how do you make your tagline or message equally as captivating and memorable?
1. I thought the example that Bonobo used to create "stickiness" was a really creative method. Tweet for Trunks was a fantastic way to encourage people to get involved with the brand while at the same time gaining valuable feedback and offering their customers a reward for their contributions. Also, their social responsibility in the instance with "Big Chimpin" is an example of how important a company's image can be to their success. "Bonobos apologized to activists via its blog, admitted that producing the video had been a poor decision, and directed customers to a video on the subject from People for the Ethical Treatment of Animals" (51).
ReplyDelete2. The (RED) campaign supported by Nike was a great example of how a simple message can flourish and spread awareness rapidly. By focusing in on the color itself and making small changes to their social media, people would become intrigued by the noticeable change and learn about the campaign. “Working with Twitter, the company came up with creative ways to promote the movement, including turning red the text of all tweets that included the hashtag #red or #laceupsavelives” (63).
3. The research that was discussed about the topic of sound really caught my attention. “Surprisingly, it may not be the type of music you use for your campaign or brand that grabs attention, as much as it is the pace of the music and whether changes in music are worked in” (66). As someone who picks up on music and sounds easily (musical background), I thought back to the types of jingles I could recall and actually noticed that some of them followed this suit. After having coded the music in over 80 political campaigns across the years for a previous class, this research was particularly interesting to me and I could see how it would translate into product marketing as well as politics.
While “The Twitter Test” has a great deal of helpful tips, does it seem too cookie cutter for a social media platform that tends to be a bit rogue and unpredictable? Twitter, after all, is a place for people’s thoughts and opinions (in many cases).
In order to see lasting success your social media marketing campaign must possess an important quality called stickiness. “Stickiness” refers to “grabbing and holding the attention” of your audience. Grabbing someone’s attention isn’t just about getting them to notice for a second or two; “it’s a deeper, more elaborate hook.”
ReplyDeleteTrust in traditional advertising has plummeted in recent years and now most people use the Internet as their source of information or recommendations. However, the Internet is more crowded than ever: “As information-saturated venues go, the Web tops almost any list, with 170 terabytes of information.” It is because of this massive amount of information and clutter that make it even more important for your campaign to grab attention.
There are four design principles to remember when figuring out how to grab attention: get personal, deliver the unexpected, visualize your message, and make a visceral connection. In order to achieve the first principle an emotional reaction must be drawn from the audience. This serves as a hook to pull them in. Remember to “design your campaign with the primitive brain in mind”
Question: Will there not come a point when we are simply to desensitized to online media for these attention grabbing techniques to work?
ReplyDelete1. “90% of consumers trust product recommendations from personal acquaintances.” I completely agree with this when I see that another consumer has liked what the company is selling I am going to be more likely to buy the product, where as if I see products that I have complaints then I am not as likely going to buy the product
2. “it may not be the type of music you use for your campaign or brand that grabs attention, as much as it is the pace of the music and whether changes in music are worked in” I find this comment very interesting and true, if the music to something is to fast past for what you are watching it is automatically a turn off. It is the same the other way round as well, if by listening to the music you are excited about what you are seeing but everything else is really slow then I am less likely to enjoy what I am watching
3. “As a species, we remember 85 to 90 percent of what we see, but less than 15 percent of what we hear.” (p 61) This is something that I completely agree with, I find it much easier to learn something when I see it on a page then if some one is telling it to me. In fact to learn things I have to write it down in colors to make sure that it actually sticks.
Question: what is the best communication to make sure people are staying interested in what is being said, do we need to us lots of color to grab attention or do we need it to be simple but striking?
1.“Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want to know more” pg. 51. In order to grab someone’s attention it is important to reach them on a personal level want to be involved in what you are presenting and they are more interested. It gives a new strategy to their attention with the message they are speak. Need to using simple and commercials with powerful messages. That can grab others attention.
ReplyDelete2.“Something is new and original, and thus attention getting, only the first time you hear it. Why only the first time? Because humans are biologically wired to be attuned to surprise"pg58. There are some ways to grab the attention immediately, which include, starting with a fact, beginning with a question, leading most important to the audience, and employing humor which be used carefully and strategically. The important is to create a campaign which is unique and in order to grab the attention and surprise the target audience.
3.“We remember 85 to 90 percent of what we see, but less than 15 percent of what we hear” pg.61. The important is that you do not underestimate the important of your visual identity and it is also important to make a visceral connection with each other. To design your campaign so that it triggers the senses: sight, sound, hearing, or taste. “Design your campaign so that it triggers the senses: sight, sound, hearing or taste. Use music to tap into deep, underlying emotions" pg.66.
Wing #2 Blog Post
ReplyDelete1. “Whatever it is it makes people want to know more. Once you’ve grabbed their attention, amazing things can follow…” (pg. 51) I can relate to this when we watched one of the groups video about their chosen social marketing campaign. The video that showed people doing innovative things to raise money for those without water had very strategic filmography. It really caught my attention and made me excited to learn more. The stickiness of this campaign in my opinion was very strong.
2. “To avoid losing their minds, people have built up immunities to marketing. It doesn’t work to simply shout louder.” (pg. 53) The first and only time I was in the city I could not stand all of the marketing. It all seemed to busy and too loud. Often times the ones that caught my attention were the simple ones that seemed refreshing to look at; they were innovative.
3. “Four design principles to grab attention; PUVV” (pg. 66) The marketing design or advertisement needs to be personal, unexpected, visual and visceral. Attempt to trigger all of the senses in your advertising campaign to make a lasting impression. I can remember one time when a state farm advertisement was placed on the outside of a tall parking structure. A fake car was suspended as though it was going to fall out of the parking structure; promoting their auto insurance. I remember thinking that it was very unexpected, was personal because our car was parked in that garage, extremely visual, and engaged my senses because it was 3D.
Question: Are the PUVV design principles the same when interacting or advertising through the web?
Wing 2-
ReplyDelete1. “Don’t underestimate the importance of your visual identity.” The importance of an identifiable visual aid which the public can connect with. A design or symbol that grabs the attention of the intended audience. Grabbing attention is a key element to a successful social marketing campaign. The apple symbol for MACs is a prime example of a great symbol.
2. “90 percent of consumers trust product recommendations from personal acquaintances”, shows you need to develop a strong marketing strategy to tap into word of mouth advertisement. The more your product is being advertised the more likely the product is being talked about. The more people that hear of the product through close friends and family members the better chance your marketing plan has to being successful.
3. “Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing & holding attention.” Stickiness is an observation that stuck with me through a strong message. If your idea sticks to the audience the better your idea will spread. The more people your idea sticks to the more that hear will hear about it.
Question: What tends to grab your attention ?
1. "Stickiness refers to quality that the most successful ideas and endeavors have: that of grabbing and holding attention.” (Pg. 50) Making sure that your idea has “stickiness” with your target audience is an important aspect of any campaign. Stickiness will ensure that your idea stays relevant with your audience, causing them to spread it through word of mouth.
ReplyDelete2. The Dragon Fly effect suggests that there are four key principles to help grab attention and hook the consumer. These are 1. Get Personal 2. Deliver the unexpected 3. Visualize your Message, and 4. Make a Visceral Connection. Hooking a target audience is harder than it may appear, however the rewards of doing so are great.
3. “Emotion is vital to crafting personal messages.” (pg. 57) A successful campaign will use emotion to connect to the target audience on a personal level. Common emotional appeals include; fear, humor, sadness, and love.
Question: What emotional appeals are the most effective?
Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention. In a day in age when we all see so many ads and articles everyday on the web, for something to stick it must be very well thought out and play to the triune brain.
ReplyDeleteThe principles that the authors believe will help something stick are “get personal” “deliver the unexpected” “visualize the message” and “make a visceral connection.”
Although social media is about reaching a large amount of people sometimes we forget that it is also about quality messages and quality followers. “It’s much more important to have 1,000 “quality” followers than 10,000 “ low-quality followers.”
It says it is important to have music but isn’t it also catching at times to have no noise? Maybe?
Wing 2
ReplyDelete1. To grab the consumer's attention, successful organizations create a message with "stickiness". "Grabbing attention is more than capturing someone's interest for a moment as he scans a page or screen. It's a deeper, more elaborate hook," (p. 51). By accomplishing this, it drives consumer interest and opens potential for incredible followings.
2. "The amount of information generated each year - both offline and online - is growing at a rate exceeding 65 percent," (p. 51). In a world where we are overstimulated by messages and our environment is clouded with media "noise", it can be difficult to achieve great success. "You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them," (p. 53). To do so, you must revisit a familiar topic from our past readings, design thinking.
3. Four key design principles can be found at the root of great messages: "Get Personal, Deliver the Unexpected, Visualize Your Message, and Make a Visceral Connection". Metaphorically call out someone's name to grab their attention, pique their curiosity by reframing the familiar, show your thoughts rather than tell them by using visuals, and engage all senses to access the consumer's deeper emotional centers. By keeping all four in consideration as your design a campaign, you improve your shot at achieving "stickiness", the attention grabber that is so necessary for success.
Question: Is it common for company's to need rebranding or a new design? I would imagine this would be crucial to keeping things relevant, current, and new for the consumer, but is it possible to have an idea so "sticky" that it stands the test of time?
Wing 2:
ReplyDelete1. Grabbing people’s attention is essential to having a successful campaign. “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, it makes people want more.” (51). Connecting to the person on a personal level is a way to get the attention of a person and will allow you to pitch your idea. Using Facebook and adding peoples names to emails and promotions will make your campaign more personal.
2. 2. Giving your audience visuals rather than just telling them to buy this product or donate to this charity is very effective. “Attaching your message to powerful visual images gives your audience the ability to think in a deeper manner about your message, about how it relates to them personally. For example, FEED projects’ logo and products are very recognizable and differentiates FEED from other nonprofits.
3. Using visuals, words, or concepts that personally resonate with other people will give them more of a reason to support your cause. The Dragonfly Effect gives a fantastic real world example of this at work. The authors had their kids set up a lemonade stand and use different signs to attract customers. The one reading, "Spend a little time and enjoy C&D's lemonade" saw the most customers and money spent on the product. This is something that marketers have figured out as well, "By referencing time, marketers have found that they can tap into more favorable attitudes--and sell more" (57).
question: Which platforms are the most effective in reaching the largest target audience?
1. Most people distrust advertisements, however “90 percent of consumers trust product recommendations from personal acquaintances” (P 52).And that is more likely to lead to engagement and behavior change (P 56).” Facebook is a social media site that incorporates business aspects as well as social and personal so it is a good way to reach out to target audiences.
ReplyDelete2. “You can’t be remarkable by following someone else who’s remarkable. You need to develop a metaphorical purple cow, a cow that looks different enough from all the other cows in the pasture to surprise passersby lulled by the sameness of black and white.” (P 60) leading with what is most important to the audience, starting with a fact, beginning with a question, or employing humor that is used strategically and carefully.
3. Many courses that we take for PCOMM majors focus on the visual assets of selling a product. In the Dragonfly Affect they say not to “ underestimate the importance of your visual identity (P 61).”
Wing 2:
ReplyDelete1) “Survey of more than 25,000 internet consumers from fifty countries, 90 percent of consumers trust product recommendation from personal acquaintances—making such recommendations the most trusted form of advertising.” (52) Product recommendations have always been the key to establishing a loyal following. The Internet has now taken it to the next level by allowing you to view recommendations of people throughout the world. At times though I am hesitant to the power of the reviews as it’s been known that family and friends of start-ups will post false recommendations. Personally, if I purchased a product online, liked what I’ve received and believe in the company I will post a positive feedback. On the other hand, I am not hesitant to post negative recommendations if necessary.
2) “Design your campaign with the primitive brain in mind. You’re likely already familiar with the attention—grabbing power of sensory based images.” (65) I guess I have a primitive mind, as I’m one to fall for the cool colors and/or fancy designs of products. If I had a choice to purchase perfume in a simply clear bottle or a fancy bedazzled bottle I’ll go for the second one. Simply look at the variety of sneakers on the market; it is difficult to find a solid basic red, white or black sneaker anymore. The neon colors get thrown in even if it’s just the logo.
3) “The case for including images is compelling. In one study D.L. Nelson showed that pictures and words hold different places in memory and that pictures trump words in term of crabbing attention…” (64) As a visual learned this is interesting, as I never thought I was drawn to a product based on the logo or picture associated with it. However, recently I’ve become addicted to “Logo Game” and “4 Pics 1 Word”. It’s amazing how by simply looking at a picture or logo you know exactly what the company is. For those my peers or I don’t know I wonder maybe they haven’t done a good enough job at tying their logo to brand loyalty.
Question: Are the consumers driving the attention—grabbing sensory-based images or are the advertisers and marketing companies?
1. There are 4 key design principles that help “hook your user”. They are getting personal, visualize your message, deliver the unexpected, and make a visceral connection. This helps with by managing personal time compared to and with loyal users, and can create better marketing attitudes.
ReplyDelete2. A key part in landing stories is doing something that no one else though of, using the element of surprise as a key advantage. This results in grabbing the viewers attention and leaving a long lasting mark, separating it from everything else seen.
3. “We remember 85-90% of what we see, but less than 15% of what we hear.” This means a picture often means more than words. Examples include using color to separate the image from something much more standard. This helps attract attention and makes the viewer much more likely to remember what it is they are viewing.
Question- Can you overdue an element such as surprise, or color?
1. When we talk about gaining customers in an authentic way and making relationships that are trustworthy, it seems that word of mouth marketing is the best way to go. A personal recommendation of a brand from a friend or acquaintance means much more than a mass produced advertisement. Customers trust their friends, they don't trust advertisements. "Now that social media have transformed the business of communication, people can promote (themselves, their favorite haunts, brands, and causes) to their hearts' content, for free." (52)
ReplyDelete2. Above all the advertising noise, "It doesn't work to simply shout louder" (53). Marketers need to be innovative and creative. Whether that means having ninjas tweeting for your brand, or having people tag themselves in facebook photos promoting your campaign, it doesn't matter. Creativity must be tailored to fit within the lines of your brand and be aimed at your target market.
3. Enlisting Influencers- Whether your influencers are John Legend and Serena Williams, or local fitness teachers in communities, creating brand evangelists and advocates is crucial. People look to role models to inform their purchasing decisions, and having these role models on your side can be great. "
Q- The books says to design visual campaigns with the primitive mind in mind. What if the product is something that takes a large amount of mental consideration? A product that consumers really need to weigh and consider before purchasing?
1) “90% of consumers trust product recommendations from personal acquaintances.” This holds true for myself and many people. I normally only buy products of things i know little knowledge on based not on internet reviews but peers reviews and raves.
ReplyDelete2) "The element of surprise in marketing has been particularly effective in influencing viral behavior. In a study that analyzed successful and global viral marketing campaigns, researchers discovered that surprise was the dominant emotion identified by consumers within each campaign." When you are surprised about something once, it grabs your attention and holds it. When the same thing is introduced to you a second time it no longer surprises you and loses its effect and marketing strategy on the consumer.
3) "You need to develop a metaphorical purple cow, a cow that looks different enough from all the other cows in the pasture to surprise the passersby lulled by the sameness of black and white." Your idea has to be something new and remarkable, it can't be an old idea or something already used up. In order to find your new niche your idea has to be unique in its own way.
Q - How often is too often to change a major companies marketing campaign slogan?
Observation 1: "According to the 2009 Nielsen Global Online Consumer Survey of more than 25,000 Internet consumers from fifty countries, 90 percent of consumers trust product recommendations from personal acquaintances- making such recommendations the most trusted form of advertising." I completely agree with this statistic because I trust my peers reviews of places, music, brands, etc. instead of an advertiser's because of their notoriety for bending the truth. I also have more in common with my acquaintances than someone who is projecting a product or idea onto me and telling me I should buy into it without knowing who I am.
ReplyDeleteObservation 2: " Grab attention with a simple, striking statistic or factual statement." I've seen countless advertisements that use this tactic to grab the viewer's attention. It really works. I saw an advertisement that said the US alone wastes 245 billion tons of food per year, enough to fill a 90,000 seat stadium to the brim with food every day. That statistic really stuck with me and I've made a conscious effort to not waste food.
Observation 3: "Employ humor, but strategically and carefully." The reason why so many people look forward to the SuperBowl are because they know they'll see memorable and funny ads. One of my favorites are the Doritos ads, where the dog kills the cat and bribes the owner not to tell anyone with a bag of Doritos. It wasn't offensive to anyone, and it was very clever the way they branded themselves.
Question: How do you know if your advertisement is too overwhelming to the audience (incorporating music, statistics, and images at the same time)? How can you tell if they will have a good or bad reaction?