Author Kurt Schauer
There is an old saying: “You eat with your eyes.” Food should therefore be prepared in such a way that it looks delicious. In principle, this principle can also be applied to the design of advertising campaigns: anything that looks delicious and attractive is well received.
At least that's what people thought until now! But a recent study by the Mafo Institute Facit Media Efficiency on behalf of the ProSiebenSat.1 marketer SevenOne Media has produced astonishing findings. Some cherished truths need to be critically questioned.
Essence of the study: Logo & brand name belong at the beginning of the clip
The study, which measured the emotional reactions of 211 subjects to 18 commercials, found, for example, that the advertiser's logo and brand name belong at the beginning of a clip. If the elements are integrated as early as possible into the storyline, the chance that viewers will be able to remember who is actually advertising increases by 33 percent than if the logo and brand name only appear at the very end.
In the past, many clips have ended with the advertiser's information. The logo and brand name were seen as a kind of resolution. The aim was to connect the positive emotional reaction that sets in at the end of the advert with the advertiser. However, according to the study, this effect often fails to materialise. At this moment, the brain is processing the story and often cannot yet concentrate on the advertiser's logo.
The further study results
System & Story
Personal contact has proven to be a good advertising system. In addition, the advantages of the product in question (eg yogurt = delicious and healthy) should be highlighted, particularly when advertising products. However, spots where the image and message do not match are problematic.
According to the study, positive emotions work particularly well in the story. But negative ones can also add value to the advertising message. Before and after comparisons are therefore also worthwhile. For example, with a dishwashing detergent you can show how well it works. Important information should never be presented until after the storyline has been completed. The audience's ability to retain long-term memory drops by 18 percent. In addition, the story should focus on the solution to a problem and present it in detail. It is not advisable to describe the difficulty in too much detail.
Tonality & Features
Entertaining spots are generally well received by the target group. However, you should think carefully about how to build up the humor. Wordplay that doesn't land with the target group can cause great damage. If you rely on negative emotions in the tone, you should make sure that the serious and difficult moments do not appear at the very end of the spot, nor at the moment when the branding takes place. The story should not end negatively - and under no circumstances should the brand be associated with negative emotions. In such a case, the positive perception of the advertiser can drop by up to 62 percent.
Testimonials have proven to be useful for features, such as "Approved by Tech-Nick" from the electronics chain Saturn. Fictional "iconic symbols" can also function in this way: the Spee fox is a good example of this. These symbols create a high level of recognition. Music can also be an important feature, but you have to make sure that it doesn't distract at exactly the wrong moment. Spots are at risk if the protagonist doesn't reach the target group (old people in spots for teenagers are dangerous, for example).
Images, Language & Branding
Clips that rely on close-ups are perceived 13 percent more positively than those that do not. Close-ups therefore belong in the spots. All images must always be integrated into the storyline in a meaningful way. This is the only way to invite the viewer to empathize with what is happening. In general, back views have proven to be negative, according to the study.
The language must match the images. Rhymes have proven to be a powerful weapon, as they increase anchoring in long-term memory, according to the study. The same applies to signal words such as "Mmm, delicious". Catchy slogans can also stick (for example, "being cheap is cool"). You should be careful with non-specific signal words such as "new", as they only stick the first time you use them. You should not use negative signal words at all, such as "dirty" for detergent. Here you have to work with a negative, and the brain cannot handle it properly.
According to the study, branding is not just about incorporating the logo and brand name into the plot of the ad as early as possible. In principle, it is advisable to use consistent branding because this will anchor it in the memory even more firmly. At the beginning of the ad, there should also be a trigger that gives the brain something to remember. The logo alone can provide this. In principle, the brand should also be integrated into the story. If it is detached, the ad's ability to remember will decrease.
Do you need support in developing your commercial? We at the kaos agency would be happy to help you develop a clip that will be remembered and has a positive connotation - contact us now!
Any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
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