创造持久印象（英文版）.pdfVIP

ADVERTISING: MAKE A LASTING Marketers know that emotional response plays an important role in consumer decision making, but many still push explicit messages in ads at the expense of emotional relevance and creative engagement. So, should marketers forget about trying to say anything and just make ads that entertain? No, but they need to be a lot smarter about how they convey functional benefits and evoke an emotional response. Advertising works best when it makes a memorable and lasting impression. INTRODUCTION In our connected world, the perception is that people are ‘always on’ but that doesn’t mean they’re always receiving. We know people actively block content on their digital devices, and that skipping ads has become second nature, especially among younger viewers. I skip ads whenever 61% I can I installed an ad blocker/changed 48% settings I look away from screen/do 45% something else I don’t 20% mind ads Source: Kantar Millward Brown, AdReaction Gen X, Y and Z Study, 2017 2 We recently conducted research to explore a typical week’s advertising across TV, pre- roll and social media. We found that almost two thirds of the ads reviewed delivered an explicit product message. TOTALLY IMPLICIT 15% TOTALLY This seems at odds with the EXPLICIT 34% evidence from cognitive science MOSTLY that people rarely think through