Recently appeared SWOCC Publication 72, ' Creative Media Advertising (CMA). The publication show Marijn Meijers, Hilde Voorveld and I on the basis of several studies suggest that a well-chosen creative medium can provide powerful communication that contributes to the achievement of many marketing as a positive brand attitude. In this blog I will discuss a study I conducted with Roxana Seiler about the influence of CMA on online part consumer behavior. Put a creative medium consumers have more to talk to others about advertising than an existing medium? And what they are talking then?
This article was written by Jiska Eelen , assistant professor at the University of Amsterdam, Department of Marketing.
What does CMA with the consumer?
CMA makes surprising use of everyday objects as an advertising medium (eg an egg, lift or plant) with the chosen medium implicitly communicates the message of a brand. Think of an invigorating beach shower. Refreshment is just what the Sprite brand highlighted in its brand communication, so the beach shower fits well as advertising for the brand.
Sprite shower
CMA has been studied in recent years with regular communication by scientists. The phenomenon was already blogged by us: a well-chosen creative medium that reinforces the brand message is positively valued by consumers than an object that people do not understand what the idea is behind it; it also leads to less resistance to advertising and humorous references .
CMA often shared on social media
Critics wonder if the range of a creative medium is much too small to be meaningful as advertising strategy. If the beach shower Sprite has some impact on who is doing a trip to the beach, have classic TV, radio or print ads a much greater range. However, our research shows that the CMA to share more online behavior leads an existing 'traditional' media (such as print) with the same message.
The study participants were asked in an online survey to imagine that they were at a juice bar where she had ordered a smoothie and browsed in a magazine. Then half of the participants got to see a picture of an ad-page stood in a magazine, a woman was completely bent backwards, the ad stated a link to a website of a yoga center. The other half of the participants noted the straw that was in the smoothie on the deflectable portion of the straw same woman was bent backwards. It was also mentioned the same link to the yoga website.
Who saw the straw, was more inclined to write about social media than those who saw the ad in the existing (print) media. Additional analyzes that we conducted, revealed that this is because CMA consumers more amazing than an existing medium (eg., "Advertising on a straw, I do not know"). That increases the chance of action because people voltage ( arousal ) experience.
In addition, it leads to more positive thoughts through the link between medium and message (eg. "What a great idea to let that woman bending on a straw"). That makes it a fascinating puzzle to share with others.
CMA will thus reach more consumers than those who saw the object itself in the flesh and has the potential to generate communication between consumers. This is of course only one study, and it would be good if also confirm field experiments with behavioral data findings.
What share of consumers about CMA?
Our survey indicated, however, a small snag. The positive advertising effects were great, but the product and the brand were not often mentioned in the message that consumers shared with others online than when they saw the print ad. The more positive thoughts consumers had with the ad, the less likely it was precisely that consumers mentioned the brand in word-of-mouth.
Also reminded consumers the brand afterwards as well if they had seen the CMA expression compared to when they saw the print ad. Our research suggests that consumers focus on solving the puzzle (why this medium is the message?), And that this costs processing time, perhaps at the expense of attention to the brand.
Learnings to practice
Although the direct reach of CMA may not be large, shows SWOCC recent research that it does not matter to achieve positive effects on consumers or directly into the street with CMA faces or from photographs. Because consumers share content more frequently for CMA, you can therefore also realize marketing through social media.
Make sure you have good links to your brand message creative medium (instead of to the product) to prevent consumers afterwards no longer know to what brand it was. Think carefully when (morning rush to work?), Where (in a print platform?) And who (keeps you think consumers?) Is exposed to CMA. It is important to give consumers enough time to solve the puzzle between medium and message, so that brand recall does not suffer.
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