Рекламные субмодальности

meta_eugzol 21 августа 2018, 13:05 в Metapractice (оригинал в ЖЖ)

https://metapractice.livejournal.com/551416.html

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Google created a fake pizza brand to test out creative strategies for YouTube ads

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https://techcrunch.com/2018/08/20/google-doctor-fork/

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As for what they learned, here’s how Google summarized the findings:

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1. Immersive, multi-sensory experiences drive better recall than single sensory experiences.

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Implications: Food ads should stimulate the full range of senses and use the full potential of audio, visual and text cues to do so.

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2. Separating visual input from text (voice and supers) increases both recall and favorability.

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Implications: Brands making short-form ads should consider separating visual clips from audio/supers for maximum impact.

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3. Explicit instruction to imagine increases both recall and favorability.

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Implications: Brands should use instruction to drive impact until they can prove more effective options.

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4. We want edge-to-edge food in our food ads.

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Implications: Food ads should include super close shots of the food to drive favorability and recall.

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5. Bite and smile is not the only way to show a pleasurable food experience.

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Implications: A range of human/food approaches are equally valid. Brands should feel there is freedom in how they present their food being enjoyed, not constrained by bite-and-smile.

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6. Younger audiences responded better to first-person perspectives (POV) than older audiences did.