We’ve seen this in advertising for mobile handsets: a majority of brands put out a laundry list of technical features and hope it will dazzle the consumer into buying. But when it comes to purchase decisions it is the emotional brain which rules.
Archives for May 2015
Of late, there’s been a debate about the use of Adblockers, with some calling it immoral (see a rebuttal here). Needless to say, Adblockers are popular: 300m people in the world have downloaded an ad blocking extension and about half have actually installed it. The crux of the argument against their use is that Adblockers deprive the […]
At the #Zeemelt15, there were a lot of sessions and workshops which I wished I could attend. It was a case of being spoilt for choice as many interesting sessions clashed in terms of timing. Of course the event had its share of presenters who drone on and on or do a sell job of their company. Nevertheless, I hope Melt becomes a permanent fixture in the advertising world and travels to other cities too. More importantly, I hope the entire advertising industry supports the event through active participation across levels.
Quick. What is the best way to get a brand’s attention? Tweet something nasty about their product or service. This is what many of us believe for a variety of reasons: (a) it is true that when brands are publicly embarrassed, especially by ‘influencers’ they are shamed and feel the need to get into damage […]
We often see ads were the role of the product is minimal. The trouble with this approach is that memorability and effectiveness depends a lot on execution and media spends. I love product-centric ads and among such, creative product demonstrations are a favourite. Herewith a few classic product demos over the years.