Friday, February 03, 2006

Tone Moneo

Okay, the weekend is here, so I'll leave you with a couple of great Nando's ads from South Africa.
I've been looking for these ads everywhere, and I finally found them online just today.
I absolutely love the Puppets ad, but the other two are good too.



Here's one I think is brilliant Black Magic

I have covered $200 of my $5500 goal to help stop leukemia, lymphoma, Hodgkin lymphoma and myeloma from taking more lives. You can help sponsor me at this site

Thursday, February 02, 2006

Factors That Influence Memory - Part One - Elaboration

Yesterday we discussed how we become aware of something through reptition, or frequency. Now we will take a look at how we are drawn to the communication message in the first place, and how our memory works to remember it.

Expanding on our theme of how advertising affects you, let's take a look on a deeper psychological level,


The more elaboration that occurs with a message, the more likely it is to be centrally processed (as opposed to peripherally processed) into long-term memory. Centrally processed information becomes a part of our explicit memory, and consequently has a greater chance to be recalled, lasts longer, and is capable of more pervasive attitude change.

Six strategies aimed at achieving elaboration on a message are Disruption, Talk Power, Shock Tactics, Word of Mouth Generation, Primal Motivation, and Humour/Surprise.

The media environment is cluttered. We see thousands of ads a day, so for something to break through that clutter it has to be unconventional, irreverent and creative. Something to catch us off-guard and provoke deeper thought into the issue.

Here is an ad that was designed to be centrally processed. It is something that you have to think about, and open new cognitive pathways for it to make sense.

Wednesday, February 01, 2006

Advertising Doesn’t Work – Part Two

Yesterday we discussed businesses who do not feel that advertising is an effective way to communicate their benefits to the public. Basically it came down to frequency, and that the human mind takes a number of hits to absorb anything.

Today we will take a closer look at people who swear that they are immune to the thousands of messages they take in a day.

An argument I always like to use on those who claim they are resistant to advertising is to do the ‘out of towner test’. This test proves that top of mind awareness is indeed taking up space in your head. Mostly the top part.

If I were from out of town, how would you answer these questions, just off the top of your head, first thing that comes to mind?

Excuse me, where can I find an inexpensive hotel around here?

And for recreation in this city, can you suggest any activities or things to see?

I need some gum, what kinds do they have in this country?

I need a place to grab some food, fast - what is around here?

What brand of television set would you recommend that I buy? Can you tell me two others just so I can check for myself?

Advertising takes up a large part of our mental environment in the sense that it has made certain brands familiar, and subsequently, reliable and trusted. This is the goal of most advertising – and is best spread with great frequency. It is what we call Awareness advertising.

This is culminated when a brand ‘owns’ a certain word, for instance:

Seatbelt is to car, as safety is to _________

Send is to package, as overnight is to _________

Tooth is to toothpaste as cavities is to _______

If you have answered Volvo, FedEx and Crest – it is not because you are guessing, it is because the repetition of this message has lodged it in your subconscious.

But then again maybe you didn’t answer this way, and you truly are immune!

This is one half of the advertising equation. The other half is purely psychological and it involves catching the appropriate state of mind of the target market to ensure a resonance with the message.

For instance, if you are trying to lose weight, you will be more sensitive to ads targeting weight, or if you are fearful of something – ads targeting that will catch your attention.
I have more about this in my ‘ethical advertising’ post further down, but for now I have to run for Thai.

Tuesday, January 31, 2006

Advertising Doesn't Work - Part One

Being in advertising, this is a comment I hear all the time. There are plenty of naysayers out there that believe that this 15 billion dollar industry is all for naught. The best way to answer the question as to whether advertising works or not would be to take a page out of Diane's book.

Advertising one time is like going on a diet for a day.

It won't work.

It is like exercising for a day, or spending one day learning how to play the guitar. It takes time, and 'hits', the more hits the better, for an ad to be absorbed.

At Creative Wonders we use a model called The Four As to help explain this phenomenon. We believe it takes at least two 'hits' in each of the As to move from having no knowledge of something, into taking action towards it.

The Four As

Awareness – occurs in the subconscious – this is where the seed of an idea grows in the mind out of nothing. We are probably not even aware we have absorbed this information.

- Your friend buys a Toyota Prius hybrid vehicle and asks you if you have seen it. You think you have, but you are not sure. You are subconsciously aware of ‘something’.

Acknowledgement – is a conscious acknowledgement of the existence of something that was subconscious or fuzzy in your mind up to this point.

- For example:
- The next day, you see many Toyota Priuses driving down the road. They have always been around but now you are acknowledging them.

Acceptance – involves rational thought and trial. It is an acceptance that possibly there is some meaning and personal relevance in this information for you. This is a period of trial.

- Your friend tells you that a Prius is a good, fuel-efficient car that suits your lifestyle. You go to the store and test drive one.

Action – involves the process of buying – this is where you actually go to the store with the intention of making the purchase.

- You go into the car lot, look at the price, talk the purchase over with your spouse, and buy the car.

Of course there is also the other side of the coin. There are those who say 'advertising does not work on ME'. No one really likes to think that their mental environment is being hijacked by advertising, but I will show you how it is hard to avoid, no matter how resistant you may be, in tomorrow's post.

In the meantime, here is a great, imaginative ad by the same guys who make all those wild Nike ads - Honda Civic - Choir this version may work better this is what a Honda feels like

I still have $5500 more to raise for leukemia research, make a donation online at my Team in Training website Thanks.

Monday, January 30, 2006

Racing For A Cure

Help out

The leukemias are the most common cancers in the young, and account for slightly more than one-quarter of all malignancies in Canadian children and teenagers

With enough research and funding, it is possible to put an end to this disease.

For this reason, Team In Training has organized a team to run for a cure.

On June 17th, TNT will be running the 42 km Alaska Marathon with the aim of raising hundreds of thousands of dollars for leukemia research.

As a part of this team, I have a personal goal to raise over $5500 for this cause.

If you would like to support me in my quest to raise $5500 for the Leukemia & Lymphoma Society please refer to my website at Racing to Save Lives. Donations are tax-deductible.

I am also looking for corporate sponsorship, as well as goods and services to raffle off in an auction. If your business has anything they would like to donate please contact me at 604-987-8401 or

Sponsors will be acknowledged through all advertising, press releases and blog entries associated with my run from here on in.

Exclusive Full Corporate Sponsorship will entail:

-My entire race effort named after your business
-I will wear a t-shirt provided by the business during the race and in all of my training runs
-Ongoing Internet press releases syndicated across 21 papers
-Your logo on my donation site, as well as links to your website
-Continuous mention in this blog
-Your logo on all promotional materials surrounding my effort

-Full Sponsorship is $5500, tax deductible and exclusive.

Partial Corporate Sponsorship will entail:

-I will wear your logo prominently displayed on my t-shirt during runs and training
-Mention of your business and links to your webpage through Internet press releases syndicated across 21 papers
-Your logo on my donation site
-Your logo on all materials surrounding my effort

-Partial Sponsorship is $2500 and is tax-deductable

I am also looking for different goods and services, or even just straight donations - every little bit helps.

In February I will be hosting a pub night, so I hope you all can make it to that as well. I'll keep you posted.