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THE NEW CULTURE OF ADVERTISING: ADVERTISING WITH MEANING: Know your audience:

The new socio-dynamic strategy

• This strategy no longer measures the consumption of the brand, nor its subjective opinion,
of the advertiser, but the difference it makes in the consumer’s value-system The new brand
ethic strategy not only limits your losses but also helps you avoid the pitfall.

Advertising that people choose to engage with. Marketing that improves people’s lives. Without
trust, you don’t have much of a relationship with your customers; you don’t have much of a connection.

THE NEW CONSUMER MOVEMENT:

1- We decide who gets to advertise to us;
2- We value TRUST more than anything;
3- We actually collaborate;
4- We sell our attention: data is us (too valuable);
5- Collaborate or Die
To reclaim consumer’s trust, many world leaders like Nike, Samsung and Vicks have
corrected their advertising codes and began to integrate a new meaning to their marketing
and advertising strategies.
Have you corrected your codes of ethics?

THE CURRENT ADVERTizing currency
If it’s creative, it doesn’t sell

When was the last time you bought a product based on a cute ad?
if your answer is no, remember the new consumer’s answer is NO WAY

The advertising currency as it stands, is being devaluated by many advertisers with little or
no selling skills, whose main mission and drive are merely achieving personal awards rather
than the main focus: Clients and productivity.

Although recognition is a great boost for continued productivity but if productivity is
sacrificed for awards, the codes of ethics are compromised thus productivity is
buried deep beneath the layers of personal vanity.

So, how do you expect a consumer to give you money while they’re rubbing their eyes and scratching their heads, how can you expect them to give you money if you haven’t even
caught their attention and connected with them?

THE CHANGE!
De-standardization and De-tabooing of processes:

Did you know that advertising was called publicity in the old days? Look at
the word publicity, what do you see in the word: publicity; it belongs to the public

Change is the catchword today and the only constant today is the accelerating pace of change and it is certain that we cannot continue to practice advertising the way we have been.

Recycling the advertising process to stand out among the clutter is to connect with the consumer’s mind and trigger it, to elicit a response. The process calls for a high amount of intuition, lateral thinking and a complete out-of-the-box act.

The Future of advertising shows that a major shifts are occurring at the intersection of consumers, marketers and media companies the intersection of consumers, marketers and media companies

The consumer’s change of advertising expectations:
Attention is eroding: 70% of consumers are multi-tasking with multiple media

From Impression:

• Opting out of non Opting out of non-targeted advertising
• Annoyed with intrusive Annoyed with intrusive advertising
• Ignore non-relevant advertising

To Relevance

• Allow non intrusive messaging
• Prefer opting-in
• Demand targeting to their need and profiles

Measurable Results: Advertisers are increasingly focused on
measurable results:

• New strong New strong-form CMOs emerging as change agents form CMOs
emerging as change agents
• Shifting more spending down the “purchase funnel” away from pure brand.
• Premium on finding Huge premium on finding “in in-market market” consumers through consumers through search and other new ad models search and other new
ad models
•from cost per impression to Shifting metrics from cost per impression to cost per
action cost per action
• Investing heavily in new consumer insight capabilities to Investing heavily in new consumer insight capabilities to better measure marketing impact

FOR AN IN DEPTH LOOK AT THIS STUDY download the PDF file at :
http://btoone.com/cognitive-response-measurement.pdf

Or visit OUR NEURMARKETING WEBSITE AT:http://btoone.com