This is the updated & extended version I did for Aiim's Industry MeetUp on Jan. 24, 2015

1. Adver&sing
Tes&ng
A
lonely
voice
from
those
who
create
adver&sements
(Updated
for
Aiim’s
Industry
MeetUp
Jan.
24,
2015)
By
Vu
Minh
San
Planning
Director

2. Source:
getnakedatcannes.com

3. Is
it
s&ll
worth
talking
about
TV
adver&sing
in
these
days?

4. Source:
MINDSHARE

5. I
have
the
same
belief
Research
is
an
aid
to
judgment
not
a
subs&tute.
There’s
no
subs&tute
for
sound
crea&ve
judgment.
Source:
Tes-ng
to
Destruc-on

6. Beware!
Market
research
can
establish
beyond
the
shadow
of
a
doubt
that
the
egg
is
a
sad
and
sorry
product
and
that
it
obviously
will
not
con-nue
to
sell.
Because
aDer
all,
eggs
won’t
stand
up
by
themselves,
they
roll
too
easily,
are
too
easily
broken,
require
special
packaging,
look
alike,
are
difficult
to
open,
[and]
won’t
stack
on
the
shelf.”
–
Robert
Pliskin
(1963)

7. At
the
same
&me…

8. What
I
usually
heard
“Vietnamese
consumers
are
very
ra-onal
and
prac-cal;
they
choose
what
to
buy
carefully.”

9. The
problem
is…
“We
are
not
thinking
machines.
We
are
feeling
machines
that
think.”

10. The
case
of
Phineas
Gage

11.
Therefore,
when
someone
says
to
you,
“You
are
allowing
your
emo-ons
to
cloud
your
ra-onal
decisions”,
they
are
exactly
right.

12. Which
would
you
choose?
Professor
Timothy
Wilson’s
experiment
Source:
Brain.
Behavior.
Story.

13. Merely
asking
people
to
explain
why
they
prefer
one
item
over
another
leads
them
to
make
poor
choices
because…
No
one
wants
to
feel
stupid
defending
his
or
her
choice

14. …all
decision
making
is
founded
in
the
emo-ons,
that
most
of
what
is
stored
in
our
brains
and
influences
our
behavior
is
not
easily
accessible
to
consciousness,
and
that
our
“adap-ve
unconscious”
(Wilson
2002)
is
con-nually
responsive
to
signals
of
which
we
remain
consciously
unaware.

15. My
favorite
moderator’s
verba&m
“Consumers
in
the
South
are
very
“hời
hợt”
(when
watching
adver-sing)
That’s
why
I
love
running
crea-ve
tes-ng
FGDs
with
consumers
in
the
North
be]er”
–
Anonymous
well-­‐known
local
researcher

16. But
how
are
we
‘tes&ng’
ADVERTISEMENTS?

17. The
informa6on
processing
model
of
adver6sing
Based
on
following
assump&ons:
• For
any
ad
to
be
effec&ve,
it
must
communicate
informa&on
about
the
product
• Respondents
must
be
able
to
play
back
the
correct,
verbal
‘message’
• To
be
successful,
any
ad
must
be
‘believed’
and
‘understood’
Source:
50
Years
using
the
wrong
model
of
TV
adver-sing

18. Source:
The
Internet

19. A
typical
framework
to
pretest
adver&sing

21. Television
as
Low
Involvement
Herb
Krugman’s
theory:
TV
viewers
are
not
par&cularly
involved
by
TV
adver&sing
but
that
rather
they
watched
it
in
a
passive
“low-­‐
involvement”
state
of
mind.
AND
TV
is
a
holis&c
experience.
Source:
Market
Research:
The
Wrong
Measure

23. Good
news
for
those
who
believe
in
crea&vity
For
3
reasons:
1. Low
involvement
is
not
switched
on
and
off
at
will
like
high
involvement
processing.
It
goes
on
all
the
&me
2. Low
involvement
is
not
selec&ve
3. Low
involvement
is
extremely
powerful
Source:
Market
Research:
The
Wrong
Measure

24. The
case
of
Heineken
TVCs
“Refreshes
the
parts
other
beers
cannot
reach.”
“Quando,
quando”

26. Message(s)
Crea&vity

27. Give
consumers
what
(they
think)
they
want
OR
“Don’t
give
them
what
they
want,
give
them
what
they
never
believed
was
possible”
–
Orson
Welles

28. Thien
Long
TVC

29. “Measuring
responses
to
adver-sing
cannot
be
a
ma]er
of
asking
people
what
they
remember,
or
what
they
think
about
the
adver-sing,
because
overtly
conscious
responses
like
these
are
likely
to
be
misleading.
Research
interpreta-ons
must
be
based
less
on
what
people
say,
and
more
on
how
they
behave,
ranging
from
whether
they
smile,
laugh,
or
chat
animatedly
about
the
ad,
to
whether
they
show
an
increased
preference
for
the
brand.”
–
Robert
Heath
&
Paul
Feldwick
2007

30.
“There’s
no
direct
link
between
Purchase
inten-on
and
Ad
recall”
(Stephen
King)

31. Saleability
People
may
like
the
TVC
a
lot
but
they
(especially
non-­‐users)
will
NOT
run
to
a
store
and
buy
the
product
immediately.
So,
the
role
of
adver&sing
is
mainly
to
enhance
brand’s
saleabilty

32. Thomson
Holidays
TVC
–
Simon
the
Orge

33. It’s
tough
for
crea&ve
ideas
to
survive
research
and
most
clients
don’t
help

34. Branding
in
TVCs
–
Some
(or
many)
among
us
get
it
so
wrong!

35. If
people
don’t
get
the
name
of
the
brand
that’s
talking
to
them,
the
adver-sing
is
a
waste
of
money.
But
branding
is
not
to
be
confused
with
logo
size,
packshots
and
the
number
of
brand
men-ons.
This
is
mechanical
branding.
Genuine
branding
runs
all
the
way
through
the
idea:
the
role
the
brand
plays
and
the
idea
itself.
If
a
brand
owns
a
strong
enough
adver-sing
idea,
the
idea
itself
is
a
branding
device.
Source:
Shared
Beliefs

36. Kangaroo
TVC
If
you
ran
naked
down
the
street,
you’d
be
no&ced,
but
it
would
do
likle
towards
building
a
long-­‐term
rela&onship.

37. According
to
Millward
Brown,
showing
the
brand
for
longer
or
more
frequently
does
not
help
increase
brand
integra&on.
We
observe
that
it
is
the
quality
of
brand
integra6on
that
is
linked
to
the
key
crea&ve
idea,
thereby
propelling
the
most
effec&ve
adver&sing.

38. 38
Yahoo
Vietnam
TVC

39. But
crea&ve
should
never
be
formulaic!
(the
case
of
Guinness
“Surfer”
TVC)

40. Neptune
Tet
TVC
2010

41. Source:
Cimigo

42. Syngenta
TVC

44. Because
with
research,
we
have
so
formularized
the
process

45. “We
now
inhabit
a
world
in
which
most
brands
in
most
categories
approach
most
problems
by
asking
the
same
people,
the
ques-ons,
in
the
same
way.”
–
Jim
Carroll

46. BE
SINGLE-­‐MINDED!
&
THERE’S
A
BETTER
WAY
TO
DO
PRODUCT
DEMO

47. Be
single-­‐minded
doesn’t
mean
you
only
communicate
one
aspect
of
the
brand
(let
alone
that
it’s
the
only
thing
people
take
out)

48. If
it’s
really
important
to
show
how
the
product
works
or
what
the
product
is
made
of
then
do
it
wholeheartedly!

49. 49
Mercedes-­‐Benz
Chicken
TVC

50. Watch
out
when
you
hear
these
ques&ons/requests
• What
are
the
things
you
DON’T
like
about
the
idea/
commercial?
• How
would
you
(consumers)
like
to
fix
or
improve
the
commercial?
• Please
tell
us
what
is
your
overall
liking
toward
the
background
music
(also
character’s
hair
style,
color
of
the
ice
cream
scoop
that
the
character
is
holding,
the
font
type
used
for
the
slogan…)
in
this
ad?
• Why
do
you
like
the
commercial?
• Can
you
choose
the
commercial
you
like
best
(among
the
ones
you
were
shown)
and
explain
why?
• Can
you
test
a
stealoma-c
(which
costs
about
300-­‐500usd)?
Oh,
btw,
please
take
out
all
narra&on
in
the
stealoma-c
and
make
it
30-­‐sec
long.
• Let’s
test
our
anima&cs
against
finished
films!

51. How
oqen
you
see
the
agency
sta&ng
the
objec&ves
of
pre-­‐tes&ng
an
ad
like
this?
Company
A
Brand
A

52. How
we
move
forwards
together
• Make
sure
you’ve
already
used
research
to
iden&fy
more
powerful
&
insighrul
things
to
say
about
your
brand
instead
of
using
it
to
tweak
crea&ve
execu&ons
that
don’t
say
anything
worthwhile.
• Always,
always
start
with
a
brief
to
make
sure
all
par&es
are
clear
about
what
the
ad
is
trying
to
achieve!
• Be
clear
about
the
role
of
the
adver&sing
and
think
long-­‐term
• Make
sure
your
research
agency
clearly
understanding
the
crea&ve
work,
which
can
only
be
achieved
through
discussing
with
your
ad
agency
before
the
research
happens
• Qualita&ve
crea&ve
tests
are
good
for
disaster
check
and
exploring
insights
to
improve
the
idea
• Have
an
eye
on
what’s
new
in
the
market
• FINALLY,
stay
open-­‐minded
-­‐
don’t
let
your
past
experience
(though
how
successful
you
were)
become
formulas
for
crea&ve
(from
my
recent
observa&on,
young
&
less-­‐experienced
marketers
tend
to
buy
beker
ideas)

53.
All
great
adver&sing
has
a
great
client.

54. Reference
Books
Descartes’
Error:
Emo-on,
Reason,
and
the
Human
Brain
by
Antonio
Damasio
Tes-ng
to
Destruc-on:
A
Cri-cal
Look
at
The
Uses
of
Research
in
Adver-sing
by
Alan
Hedges
Ogilvy
&
Mather
Publishing
Brain.
Behavior.
Story.
by
Christopher
Graves
2014
Papers
&
Ar6cles
50
Years
of
Using
the
Wrong
Model
of
Adver-sing
by
Robert
Heath
and
Paul
Feldwick
Is
Research
Killing
Adver-sing?
by
Simon
Silvester
Market
Research:
The
Wrong
Measure
by
Robert
Heath
Why
Do
All
Our
Ads
Look
The
Same?
By
Jim
Carroll

55. Thank
you.
Contact
email:
vuminhsan@gmail.com