Comments on: communic8

By: media myopia « eskimon

media myopia « eskimon — Fri, 09 Oct 2009 06:48:35 +0000

[...] we must adopt a more strategic approach to planning, based on the things we want to share, who we want to share it with, and what’s important and [...]

By: the flawed opposition of medium vs. message « eskimon

the flawed opposition of medium vs. message « eskimon — Fri, 04 Sep 2009 05:08:33 +0000

[...] than being in opposition, both elements need to be carefully woven together: we’ve seen before that the most effective communications deliver the right message to the right people in the right [...]

By: new media « eskimon

new media « eskimon — Tue, 18 Aug 2009 15:25:40 +0000

[...] mentioned before that I believe advertising [...]

By: eskimon

eskimon — Thu, 09 Jul 2009 01:28:21 +0000

You’re absolutely right Phil – advertising’s ultimate aim must be to drive bottom-line success. If communications don’t help an organisation to survive, they are simply a cost to be cut.

However, I still believe that advertising’s role is to influence the cognitive processes that inspire behaviour. Whether we achieve this explicitly or subconsciously, it’s best to drive choice rather than Pavlovian response.

To this end, I think we need to develop a better understanding of the kinds of mental processes that inspire particular types of behaviour, and then investigate which kinds of communications influence those mental processes.

I’m seeing some fascinating stuff in analytics (and you’re certainly in that group!), but I think this particular ’step’ in the process remains the one we understand least about.

By: Mary Ann

Mary Ann — Wed, 08 Jul 2009 17:34:32 +0000

You know you really should consider teaching advertising classes on the side. Really like this post a lot!

By: phil

phil — Wed, 08 Jul 2009 16:15:42 +0000

wow! that’s really summarizing a lot… great stuff.

just a bit on the measurement side: i still think that the ultimate goal is not just to influence – but to convert that influence/connection an ad or a campaign or a marketing effort has created into actual beahvior. true – there are a lot of other factors involved – and it is perhaps beyond advertising or communications. it’s 4Ps (or 5Ps or 6Ps…) after all.

but if we were not making campaigns that sell and move people to buy and use and reuse a brand [and experience it fully - to its utmost], what then are advertisers spending for?