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Adver&sing 
Tes&ng 
A 
lonely 
voice 
from 
those 
who 
create 
adver&sements 
By 
Vu 
Minh 
San 
Planning 
Director
My 
belief 
Research 
is 
an 
aid 
to 
judgment 
not 
a 
subs&tute. 
There’s 
no 
subs&tute 
for 
sound 
crea&ve 
judgment.
“We 
are 
not 
thinking 
machines. 
We 
are 
feeling 
machines 
that 
think.”
The 
case 
of 
Phineas 
Gage
Which 
would 
you 
choose? 
Professor 
Timothy 
Wilson’s 
experiment 
Source: 
Brain. 
Behavior. 
Story.
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
…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.
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 
beQer” 
– 
Anonymous 
well-­‐known 
local 
researcher
But 
how 
are 
we 
‘tes&ng’ 
ADVERTISEMENTS?
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
Source: 
The 
Internet
Message(s) 
Crea&vity
The 
scary 
list 
of 
ques&ons/requests 
• What 
are 
the 
things 
you 
DON’T 
like 
about 
the 
idea/commercial? 
• How 
would 
you 
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. 
(stealoma<c 
≠ 
anima<c) 
• Make 
the 
brand 
appear 
in 
the 
first 
5 
seconds 
of 
the 
TVC 
to 
enhance 
branding! 
• …
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
Thien 
Long 
TVC 
(www.youtube.com/watch?v=CROmh-­‐7Gjxs)
“Measuring 
responses 
to 
adver<sing 
cannot 
be 
a 
maQer 
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 
the 
show 
an 
increased 
preference 
for 
the 
brand.” 
– 
Robert 
Heath 
& 
Paul 
Feldwick 
2007
Saleability 
People 
may 
like 
the 
TVC 
a 
lot 
but 
they 
(especially 
non-­‐users) 
will 
NOT 
run 
to 
a 
store 
and 
buy 
the 
product 
immediately 
-­‐> 
the 
role 
of 
adver&sing 
is 
mainly 
to 
enhance 
brand’s 
saleabilty
How 
to 
move 
forwards 
together 
• Make 
sure 
you’ve 
already 
used 
research 
to 
iden&fy 
more 
powerful 
& 
insighgul 
things 
to 
say 
about 
your 
brand 
instead 
of 
using 
it 
to 
tweak 
crea&ve 
execu&ons 
that 
don’t 
say 
anything 
worthwhile 
• 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 
• FINALLY, 
stay 
open-­‐minded
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 
50 
Years 
of 
Using 
the 
Wrong 
Model 
of 
Adver<sing 
by 
Dr 
Robert 
Heath 
and 
Pau 
Feldwick 
Is 
Research 
Killing 
Adver<sing? 
by 
Simon 
Silvester
Thank 
you. 
Contact 
email: 
san.vu@ogilvy.com

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Tvc testing a lonely voice from those who create advertisements

  • 1. Adver&sing Tes&ng A lonely voice from those who create adver&sements By Vu Minh San Planning Director
  • 2. My belief Research is an aid to judgment not a subs&tute. There’s no subs&tute for sound crea&ve judgment.
  • 3. “We are not thinking machines. We are feeling machines that think.”
  • 4. The case of Phineas Gage
  • 5. Which would you choose? Professor Timothy Wilson’s experiment Source: Brain. Behavior. Story.
  • 6. 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
  • 7. …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.
  • 8. 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 beQer” – Anonymous well-­‐known local researcher
  • 9. But how are we ‘tes&ng’ ADVERTISEMENTS?
  • 10. 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
  • 13. The scary list of ques&ons/requests • What are the things you DON’T like about the idea/commercial? • How would you 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. (stealoma<c ≠ anima<c) • Make the brand appear in the first 5 seconds of the TVC to enhance branding! • …
  • 14. 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
  • 15. Thien Long TVC (www.youtube.com/watch?v=CROmh-­‐7Gjxs)
  • 16. “Measuring responses to adver<sing cannot be a maQer 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 the show an increased preference for the brand.” – Robert Heath & Paul Feldwick 2007
  • 17. Saleability People may like the TVC a lot but they (especially non-­‐users) will NOT run to a store and buy the product immediately -­‐> the role of adver&sing is mainly to enhance brand’s saleabilty
  • 18. How to move forwards together • Make sure you’ve already used research to iden&fy more powerful & insighgul things to say about your brand instead of using it to tweak crea&ve execu&ons that don’t say anything worthwhile • 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 • FINALLY, stay open-­‐minded
  • 19. 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 50 Years of Using the Wrong Model of Adver<sing by Dr Robert Heath and Pau Feldwick Is Research Killing Adver<sing? by Simon Silvester
  • 20. Thank you. Contact email: san.vu@ogilvy.com