2010 // mar   may  
2009 // jan   apr   may   jun   jul   aug   sep  
2008 // jan   feb   mar   apr   may   sep  
2007 // jan   feb   mar   apr   may   jun   jul   aug   sep   oct   nov   dec  
2006 // apr   may   jun   jul   aug   sep   oct   nov   dec  


'Emotional Content'

I've finally morphed into a complete planner nerd... This pdf, a 50page paper that I chewed myself through last evening rightfully challenge and discuss how the world of creative advertising have allowed itself to be held hostage by an ill wised group of marketers (salespeople...) for the last 50 years. The paper discuss and question the IP model (information processing) and if it really is such an effective approach for producing advertising today. Having it's origin in the academic world of marketing and salesmanship it is primarily just as the actual discipline of marketing an economic model concerned with how to target goods to the most profitable groups by a rational information-based process (historically face-to-face selling) where the message itself is the most important aspect. Advertising in contrast is not necessarily about selling stuff or conveying a linear message but also extremely functional in the realm of creating experiences and nurturing a deeper consumer relation. (a relation that might be useful beyond quarterly reports...) Unfortunately for the ad industry such sharp creative instruments as 'feeling' and 'emotional content' are not hugely popular within the world of marketing very much because the effect such an approach might have on sales figues are not easily measured or subjected to rational analysis. Being probably as close to an extremist creative planner as possible I on the other hand always get suspiscious about anything deeming itself as rational, fact-based or logic (marketing anyone?) since that is certainly not the way people in general function. Humans are usually less clever and more emotional willy-nillys than they are willing to admit, even to themselves and in general we all make most decisions based on our emotional relationship to our surroundings. Personally I found it quite rewarding reading this paper, nodding my head in approval every other page that you don't need to be especially clever or rational to 'feel' what seem right.

2008-mar-01 @ 7:48 pm Permalink
Tags: planning, research, advertising


// All posts in chronological feed