ADvaita - Unified Brand Theory

Consumers choose products with more technical specs

2008-12-15T22:10:00.000-08:00

Interesting bit of news for marketers and advertising professionals...but isn't this what we already knew...the "features" and "benefits" that we use to build our rationale for the advertising copy / sales pitch?

We've got your number: Consumers choose products with more technical specs

any products have numbers attached: megapixels for cameras, wattage ratings for stereos, cotton counts for sheets. A new study in the Journal of Consumer Research shows that consumers are heavily influenced by quantitative specifications, even meaningless ones.
"We find that even when buyers can directly experience the underlying attributes and the specifications carry little or no additional information, they are still heavily influenced by the specifications," write authors Christopher K. Hsee (University of Chicago), Yang Yang, Yangjie Gu, and Jie Chen (Shanghai Jiao Tong University, China).

In the five related studies, researchers asked participants to choose between two options of digital cameras, towels, sesame oil, cell phones, and potato chips. In every study, participants preferred the products with the most specifications.

"The tendency to seek specifications is tested and confirmed in several studies involving different product categories. In one of the studies, for example, we asked participants themselves to generate specifications on the basis of their experiences," write the authors. "Hence, by design, the specifications carried no additional information beyond what the experience conveyed."

While the participants clearly chose products with more specifications, they didn't necessarily like the products more after they chose them.

"This research yields both theoretical implications for how preferences are formed, and practical implications for how marketers can use specifications to influence consumer choice and how consumers can resist such influences," the authors conclude.

More info: Christopher K. Hsee, Yang Yang, Yangjie Gu, and Jie Chen. "Specification Seeking: How Product Specifications Influence Consumer Preference." Journal of Consumer Research: April 2009.

Source: University of Chicago

http://www.physorg.com/news148563866.html

ITS TRUE - IDEAS IN THE SHOWER!

2005-03-28T01:05:00.000-08:00

Client : 21st Century Management Services, Chennai, India

Brief : To communicate that Twentyfirst Century Management Services is a very modern company with a large number of branches spread throughout India but still deep rooted in traditional values of integrity, family values etc.

Headline :

The extent of our branches shows the depth of our roots.

Idea Trigger :

At last one Account Executive was sure of what he wanted his message to be this time. Abraham did a good job of rubbing in the "modern company, traditional values" bit. This focussed my approach. They wanted me to come up with a hard-hitting line the very next day. Thought about it a bit at home. Slept over it. Woke up. Thought about it. Went into the shower thinking about itâ€¦andâ€¦bingo ! In the middle of the shower, thinking about roots and branches, the idea was born. I was excited. Got out of the shower and immediately noted it down. But I was not sure of their reaction. I knew that I had a good line butâ€¦so to be safe I also put down 2 to 3 options. Back at office, Sandesh, then the Art Director, now the Creative Director walked in, settled down in his desk and immediately called me. "Got anything?" I showed him the options first. No . No. No. Then I showed him the line. Not a word saidâ€¦just a quiet "Ok". He started working on the layout. Abe too was excited. Aubrey had to pass by at that time. He peeped into the computer screen on Sandesh's desk and turned to Abe. "Quite good." Abe pointed to me. Team work, good brief I said. "When the creatives are good, Client Servicing has a ball !", Aubrey told Abe. Quite true as I found out. Because the ad was approved in the first go. The client was thrilled and immediately wanted a high profile release. I never knew when it happened nor ever saw it in print. (Later I heard that it had an all India release in India Today).

THE 3RD SIDE OF THE COIN

2005-03-26T00:28:00.000-08:00

Client : Salem Steel

Brief :

To communicate that Salem Steel has invested Rs. 630 million to give its customers better quality, lower prices and faster delivery.

Medium : Press

Year : 1995

Headline :

We invested Rs. 630 million to give our customers a few ups and downs.

Visual :

A sine wave with High Quality and Fast Delivery marked on the crests. Low Price is marked in the trough (my visual idea)

Idea Trigger :

Minoo had already established two routes for the above brief. With my usual fascination for actual sketching and visualizing of the communication problem, I was playing with the 3 important customer benefits of 'High Quality', 'Faster Delivery' and 'Lower prices'. These fitted perfectly on the crests and troughs of a one and a half cycle sine wave. But only after a while, the phrase 'ups and downs' struck me that went along well with this visual.

Minoo remarked "I thought these were the only two possible routes, but he has found a third." This immediately brought to my mind what Konrad used to say about Beethoven - when other music composers, developing a piece, used to think that a particular tune could only take two possible routes, Beethoven would always come up with a third. No. I am not Beethoven, but I mention the above incident to illustrate my idea that Copywriting is very much like music composition (though I am illiterate about the latter, Konrad can speak volumes about it and whatever little I have understood of it is due to him) filled with ideas. And your copy like a music piece has to be developed creatively, written and rewritten, cut, mixed, edited - very much like creating a musical piece. Maybe all Creative work or idea generation is, only the forms or the medium of expressing the ideas differ.

SHRIMPS AND TEAK FOR BREAKFAST

2005-03-18T20:49:00.000-08:00

Client : VGP Teak

Brief : To communicate that VGP Teak and Shrimp farms have shifted their office to 41, Andheri West, Bombay.

Year: 1995

Medium : Press, Bombay Times of India, B/W, maybe 10 x 2
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Headline : There are teak trees and shrimps sprouting out of 41, Andheri West, Bombay !

Idea Trigger : Just a dramatic premise. I immediately did this after completing the Strawberry Stripes assignment. I was on a creative high. Just churning out stuff at speeds which others could but didn't want to experiment. I didn't see the ad in print as it was released in Bombay..

2005-02-20T00:56:00.000-08:00

THE CASE OF THE VIDEO DOOR PHONE

CLIENT: Ray Impex Trading

PRODUCT : Video Door Phone

BRIEF: To communicate the features of the Video Door Phone and its security aspect. The Video Door Phone consists of two pieces - an outside camera and an inside wall unit.

DATE: 1995

HEADLINE OPTIONS:

OPTION I

Ever heard of a "two-piece" that ensures security ?

OPTION II

To keep unwanted visitors, irritating salesmen or nosy neighbours out...

Idea Trigger :

One day, Minoo's friend Anita dropped in from Bombay. She looked swashbuckling in tight black jeans, boots, black coat, big earrings and a cigarette in her hand. She sat legs akimbo on Minoo's sofa puffing away. She was a copywriter in HTA, Bombay, I think. Minoo called us out to introduce us. Maybe Anita could help us with our work with some tips. That's when she said "A headline should contain an INTRIGUE and a PROMISE."

That's what I was trying to follow in the above line.

The layout for the above ad was done by a cut and paste artist who had started his own agency, one of Minoo's clients. The ad cut a very sorry figure too. It ran into print also, carrying the second line.

Later, Minoo me and Das were discussing the ad, how it could have been better. The discussion revolved around the sad illustration of a girl in the video screen on the visual of the Video Door Phone. We were wondering what visual would have been appropriate. "Dennis the Menace", I blurted. That seemed really apt. But would it have made the ad look as if the product was for kids ? Maybe it depends on how it is presented.

An approach Purple Patch and me liked:

Visual : A lady in a two-piece bikini using the Video Door Phone.

Headline : Ever heard of a two-piece that ensures security ?

Bodycopy :

Honest, it is a two-piece : THE VIDEO DOOR PHONE.

Now you can see and talk to visitors outside your door without opening it.

Just install the two-piece VIDEO DOOR PHONE.

This modern device comprises two pieces - one consisting of a camera, microphone and alarm which is fitted outside your door.

The other consisting of a phone handset, monitor, speaker, ringer and a door
release facility.

So you can screen your visitorsfrom wherever you are. And open the door or just bid them goodbye.

The two-piece VIDEO DOOR PHONE ensures absolute security in your home, office or factory. What's more,
it is easily installable and reasonably priced.

Now this is a two-piece you should not shy away from buying. Get in touch with us immediately :

WHAT GOT PUBLISHED:

Find Copy below this ad.

Lead in :

To keep unwanted visitors, irritating salesmen or nosy neighbours out...

Headline :

Introducing the Video Door Phone

Bodycopy :

Yes. Now you can ensure absolute security and privacy in your home, office or factory.

Just install the Video Door Phone. And see and talk to whoever is at your door...without opening it.

The Video Door Phone consists of an outdoor unit made up of a camera, a microphone and an alarm. And an indoor unit comprising a phone handset, a speaker, a ringer and a 'Door Open' button.

So you can communicate with your visitors from wherever you are and open the
door or just bid them goodbye !

So convenient. Moreover, an infrared

LED in the camera helps you to identify visitors even in poor light.

Easily installed and reasonably priced.

Get yourself a Video Door Phone today. Contact :

Solving Strawberry Stripes

2005-01-29T21:50:00.000-08:00

Comments : My first advertisement to be released of which I could get a copy. The first ad of mine to be ever released was HILL COUNTRY RESORTS - it was a full page ad that was released in Dubai...I couldn't get a copy...working in a copy services firm had its limitations...sometimes, you couldn't get art pulls and the like for your portfolio.

Inspiration : Once given the brief which said that I had to communicate that the Strawberry Children's Nightwear sale is on and that the last year's sale was a success...the starting of Pink Floyd's "Blue Skies" from the Wall struck me... a child's voice is heard to say -"Look Mommy ! There's a plane up there in the sky."

This seemed appropriate to me as mostly mothers would be interested in shopping for their kids. So my line was dramatic one and drew the attention of the right audience too. I just had to substitute my product in that line and add the word "Again" to give the product a familiarity. Minoo (my copy chief) approved it at the first go. I even had a cute visual for the ad which was attached with the copy sheet and sent to the agency but was not taken.

Date: March 1995

Publication : The Hindu, Chennai, Friday Features

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Headline : Look Mummy! It's Strawberry Stripes Children's Nightwear Sale Again!

(7th to 11th April - including Sunday).
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Bodycopy :Yes, folks, we are back with your favourite sale. Of our unique, comfy nightwear for your little angels aged 3-12. Smart night suits for boys, dreamy night dresses and pyjama night dresses for girls. All tailored with the hallmarks of Strawberry Stripes - unfussy, cozy, comfy and reasonabley priced. Also don't miss out on our special prices.

Better hurry, stocks are limited. And you have just 5 days to go.

Baseline : Smart reasonably-priced clothes for kids 0-12.

Welcome to ADvaita!

2004-12-26T01:36:00.000-08:00

ADVAITA
Unified Brand Theory - Walking on the Creative Edge

The Ad Universe is verily composed of the Brand.
The Brand is the Ultimate Reality.

A blog dedicated to the study of the Forces of Communication viz Word, Image and Sound and its Creative use in Advertising and building Brands.

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