MONTREAL ADVERTISING AGENCY- COGNITIVE ADVERTISING

MONTREAL ADVERTISING AGENCY


How to Capture

The Heart and

Mind of your

Audience

With Cognitive

Advertising?









HOW COGNITVE SCIENCE RESHAPED THE EALIER MODEL OF A.I.D.A.


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When Advertising model AIDA was introduced in (1925), an emotional reaction (here: desire) occurred only after consumers had experienced interest for the advertisement or the product. This led to the widespread conception that the advertising process starts with attention (A) and cognitive processing (Interest), which leads to affect (Desire), and then generates behavior (Action).

Today, a new paradigm shift in advertising is reshaping the earlier models. A new brain modular is born giving the importance of emotions in the advertising process, accurate measurement of emotions is essential.:
The cognition neuroscience

Comparing the effect of emotional reactions on other measures of advertising effectiveness reveals some general effects for all types of measurement. Results from different methods seem to indicate that the arousal has more effect on recall as compared to valence (Pleasure).

The abundance of studies supporting the direct or indirect impact of emotional reactions on other measures of advertising effectiveness proves that emotions fulfill a crucial role in the advertising process. Recent research on emotions from the field of neuroscience has indicated that emotions come first and form the basis of rational thinking and behavior. Applying this to advertising, we suggest that an emotional reaction needs to be established before further cognitive processing of an advertising stimulus takes place. Emotions can be considered as the gatekeeper for further advertisement processing.



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The brain and cognition neuroscience_ the
K.E.E effect

What Cognitive Neuroscience Tells Us About the Brain The brain is modular

The brain is organized as a hierarchy of modules, in which discrete groups of

neurons (the “modules”) are dedicated to processing different types of information. For example, one module might deal with visual stimuli, while another handles auditory input. Sets of these modules link up in a hierarchical manner to share data, culminating at the top level in three “mega-modules,” which manage three

broad types of information: Knowledge, Experience, and Emotion. Information associated with these three areas can be described as follows:

• Knowledge. The concrete characteristics of an object, including its name,

color, shape, and other material properties.

• Experience. Information pertaining to the way an object is used, handled,

or experienced.

• Emotion. The affective or emotional information about an object or idea

and its resultant value along a number of dimensions; e.g., is it good or

bad, attractive or disgusting.

The “mental workspace” is ruled by relevance

Information held in the three separate modules is not consciously perceived,

and thus cannot be used, until it is integrated in the “mental workspace,” a

specialized brain network that is central to complex cognition. The workspace has limited capacity, so as various bits of information compete for entry, the brain mechanisms of selective attention and emotion work together to gauge the relevance of the information to current or future goals. The information perceived to be most relevant at any given time will win a spot in the workspace.


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A New Approach to Measuring Advertising Effectiveness



One of the biggest barriers standing before advertising agencies, and advertisers, remains the issue of measuring the effectiveness of the advertising they create and publish.

It is a rare agency relationship that doesn’t encounter the question of how to measure effectiveness of the advertising investment often one of the most focused on marketing item.

More often than not, A.I.D.A.’s hierarchy of effects” model is implicitly applies to advertising. little changed in its essentials. Consumers change their minds about a product, then they change their attitude, and then they act. In other words, the process begins with cognition, which translates to affect, which then translates to behavior. The purpose of advertising in that model is primarily to drive trial by inserting the brand into the consumer’s brain, and keep it there.

Classically, consumers models of response are to use a response path that flows from cognition-to-affect-to-behavior; in some cases cognition and affect operate separately on behavior.

The P.E.M effect


The consumer’s response to advertising maps a process founded in three

key elements: Perception, Experience, and Memory. The most important characteristics of this model are:

- Greatly reduced role of cognition: emotions, feelings, affect, and experience dominate cognition at every stage of the process.

- Perception is a dependent variable in the model, influenced by advertising and experience as well as by the consumer’s priors.

- Multiple feedback loops connect advertising and perception at every stage of the process.

The cognitive applied creative

It’s not creative if it doesn’t sell

More often than not, widely identified in the advertising creative landscape, creative professionals tend to neglect the objective of advertising and spend countless hours contemplating creative concepts to win creative awards rather than focus on how to achieve measurable results for clients.

The advertising ethical boards worldwide are taking a closer look at this problem facing the industry and working hard at education creative professionals to start focusing more on the ethical purpose of advertising.

Let’s look at this randomly picked “Creative Ad” found on the Web and let’s put the above Theory to Test and give this ad a cognitive response measurement test



The copy says: New Citroen CS3 picasso Specebox. A compact care never felt so spacious -

Be the consumer, spend 5 seconds observing this ad before seeing your cognitive response in the next page

We’re can almost bet that your ATTENTION to the elements of the above match the response bellow.



Let’s analyze the above cognitive response measurement:

This is a classic example of creativity gone badly. If this ad is to run on few consecutive weeks, we can almost be certain of the outcome after publishing is disastrous, not only will miss the mark but will not even come close to touching on the consumer’s emotion for many reasons.

Each eye fixation, trajectory and colored emotional responses explains the why this ad failed. What we found more alarming that the consumer ignored the company name/logo what this means that the audience does not even know what kind of car it is.

If you’d like to have an in depth looks at cognitive advertising and see the new power that’s rapidly emerging in the advertising landscape, we welcome
your visit to our Website and be sure to get in touch with us by email

We look forward to

adding zeros to your

bottom line

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