In the beginning…

I created these in business school. I was told to take products that weren’t fun, or easy, and try to add value or something interesting to them to showcase my thinking. In my very first portfolio, these two print executions graced the pages. These two, along with an incomplete Bulleit Bourbon campaign comparing six year old humans to six year old Bourbon got me an internship at BBDO. Bonus points, the assignment is below it.

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Jonathan Bowker

Lab #3

Emotions (advertisements)

  1. What are the emotions you chose and how do they relate to your target behavior?

    The emotion I chose for my advertisements was humor. The reason I chose humor and is that I felt as if it was an emotion that would resonate with individuals regarding the product I chose. I applied it to an advertisement for Kleenex Anti-Viral Tissues. As tissues are typically associated with being quite boring, I thought humor would set them aside from their competitors.

  2. What cognitive, behavioral or physiological changes would you anticipate as a result of exposure to your ads?

    For the tissue advertisement, I hope to induce cognitive changes in the consumer's mindset. The reason the cognitive changes are important is because these specific tissues aren’t just your regular tissues, they possess the power to kill 99.9% of germs. This distinguishing factor should be important to consumers especially around cold and flu season.

  3. Did you create high or low involvement ads? Why? What are the limitations of the involvement level you chose?

    Low Involvement for Kleenex. I went low involvement for tissues because, well, they’re tissues. But also put a tidbit of information in the ad too. There isn’t too much information to be told about these tissues, so I feel as if this ad is quite low involvement.

  4. What kind of motivation (approach/avoidance/both) are you creating in your ads? (Are you going to try to get people to feel an emotional aversion to competitors or an emotional attraction to yours, or both?)

    With these ads I hope to get people to feel an emotional attraction to this brand. For the tissues, it shows that Kleenex has a sense of humor but also has a product that is quite beneficial for consumers during cold and flu season.

  5. What elements in your ads are likely to capture attention (see your slides on this) or increase motivation to process the ad content (see slides again)?

    The elements in the ads to capture attention will be the copy and imagery in the Kleenex ads. I’m hoping that the copy and the benefits of the tissue ad resonates with the consumer and they find an importance and a need for the product in their life.

  6. How did people respond to these ads? What data do you have to support that assessment?

    Conducted a personal interview with one respondent. A 27 year old male, I presented him with two options of advertisements, option A and option B, and asked him which resonated more with him. He took time to look at the two advertisements and said that advertisement A resonated more with him. As the humorous approach was more his style. Though he didn’t believe that tissue companies would ever pursue language such as this which was an immediate turn off.

  7. Given this information, very important, - be specific: How do you think you could make these ads more persuasive or effective? Why would these changes make the ads more effective? Did other emotions emerge that you think may also need to be addressed? What media might be more effective, if print ads are not engaging enough?

    Knowing the information that I received from the respondent I would go back and re-adjust the tone of the tissue advertisement. Perhaps focus more on what a “traditional” tissue advertisement would be. Instead of using humor, perhaps it needs to be an outright high involvement ad stressing the benefits of using the product and focusing less on humor.

    Changing the tone and the images in the low involvement advertisements will lead the reader to see what the important messaging is in the ad and then convert their awareness into an actual purchase. Media for these two things could probably be better than print, perhaps something on social or digital, targeted to specific people, could probably see a better ROI when it comes to spending money on these two advertisements.