Thursday, April 28, 2011

The Sperm-Ovum Model of Creative Effectiveness in Advertisements.

An article I had written earlier.

An analysis of creativity can be done from two different perspectives. One is from the angle of the marketer in alignment with the ad maker. In this case the inducement of trial or an increase in propensity to buy the product or buy in the message is the ultimate dream of the ad maker/marketer.

However from the perspective of the user most important is the emotional connect. For high involvement products too TV ads show that the quirk in the ad has to ultimately connect. For the user if this does not happen then it will never translate to sales or a brand embrace.

Creative effectiveness can be depicted as a 3 phase analogical process:

The first one is the creative blitzkrieg or the clutter breaking usage of drama, the heightened use of extreme/odds and maybe even a slow narrative (the first 30 seconds in a TV ad). Customer’s attention is drawn at this stage. It is not a sequence but more like what happens in the mind of the viewer as he is going through the advertisement. So unless attention can be drawn the very perusal of the ad by the viewer falls into jeopardy.

The second stage is the touching the customer’s heart, when the emotional connect happens. With a little more exposure maybe first time or on a subsequent viewing this can happen best. The imagery maybe negative or positive but the emotional connect is almost a necessity, the ‘connection establishing’ is most important. This stage for the viewer showcases the ‘real creativity’ and nuanced and painstaking details that have gone in tandem with the creative team behind the advertisement.

Almost like the pairing of the marketer and the user the third and the final stage is when the effectiveness comes into play and the child of this pairing (of viewer’s emotional connection and ad maker creativity in strategic message delivery/imagery/narrative) is born as the behaviour change. The sperm of strategic intent and the message that the adman is trying to convey fertilizes the ovum of the receptive viewer’s mind. This receptivity flows from the earlier stage of emotional connect that the marketer has been able to establish.

This is the zone of ‘creative effectiveness’ when the viewer fully understands, and embraces the brand and its message and ultimately what it stands for. ROI is almost a measure in the long run or in the short term brand establishment, strengthening, user generated viral campaigns, social buzz etc can be the direct result from this stage.

Either the ad itself becomes famous or the product is utilized more effectively.

The very basis of this effectiveness established above is to understand the target segments’ realistic expectations. With the advent of social media on the internet this is becoming more important as honing on the target segment is becoming easier. The ad must then package the same in a visual, message that will establish this in the minds and induce a behavior change. However there is no one way of doing this so the routes maybe many.

Saturday, April 09, 2011

What we are made for and invisible guiding hands!

Sometimes we are kept away from certain people, places, ways and things in life as if by some invisible hands because we need to be taking/exploring exactly the other paths which we are almost forced traversing ... Call it destiny - but it can be very positively energizing and fortuitous! It helps us discover what we are made for!!

Tuesday, April 05, 2011

Making a fool of oneself!

It takes courage to make a fool of yourself - Charlie Chaplin
And when you make a fool of yourself, the joy that you get by seeing faces all around you light up in laughter: a tonic relief from all pains of life, is just addictive. Well, yes it is all part of a selfish act! - Shamit Bagchi

Monday, April 04, 2011

Emotional-Rational Spectrum.

So if emotions are bad and utility everything, then ideally I should be a robot who executes tasks with zero distraction, I should have perfect control over all parts of my mind and should operate at near optimal efficiency - is that the intent for any human being? The key question remains - what am I trying to achieve - and why am I doing all the tasks that I am doing and with what purpose? Rationality is mere cause and effect and we get bound in myopia if we take that as the only arbiter. Am I an automaton performing tasks, duties and responsibilities earmarked for me and is that the end of it? I think not! Emotions act as triggers, lubricants and contemplation is what leads you to the next level perhaps providing that shift into the next big thing on the path of evolution - individually and as a group activity! Or is it supposed to be a balance as per the autonomous decisions of an individual - what part is rational and cognitive and what part is emotional, sensory, contemplative.

Friday, April 01, 2011

The Last Raaga

A numb feeling,
Like perhaps what a mother feels;
A day after the baby has left the womb?
Postpartum depression ...
Not that I would not come here again
But this odd sense of woolly headed, blurred lights.
As the taxi whizzed past the dark shapes of trees.
For a moment I started humming a tune
No, actually a raaga that I had discovered
They say the emotion of a raaga is most important
If somehow one can get the raaga purely based on emotions!
That is greater than technically learning music.
It is like picking out the strains from the substratum of aural fabric
Generated from the mind - intuition driven,
Instead of being learnt through analysis - bit by bit.
I dont know if I had discovered a raaga for late evening
Or one for an emotional state evoked by my alma mater!
"Alma Mater - Nourishing Mother" - Intellectual.
In thought and openness of ideas...
Fed for close to three years.
Now I felt drained and yet euphoric.
Comfort in ambiguity,
Of the life ahead and the city.
I felt sleepy and cyclic bursts of emotions
And finally a calm as I continued to hum the last raaga
Adding newer dimensions, and notes like tributaries!
Till I was home clutching the certification - a material vestige.
The rest was all smeared in my neural circuitry,
The raaga was perhaps a tribute to those days, the people, the atmosphere
And much, much more ...