About Face

by Hill, Dan

• ISBN13: 9780749457570
• ISBN10: 0749457570
• Format: Hardcover
• Copyright: 2010-10-28
• Publisher: Kogan Page Ltd

Summary

once advertising was all about being 'on-message' and getting talking points right. but breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. from podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. about faceshows how 21st century advertising can realize success by being 'on-emotion' first and foremost. using data from eye tracking and facial coding to analyse consumer responses, about facedemonstrates exactly which advertising strategies are successful and why. moving beyond the old ps of product, price, place and promotion, dan hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability. emotions rule decision making. about face shows you that by focussing on the three new ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.

Author Biography

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process.  He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers.  He has appeared on CNN, the Today Show, MSNBC, and Fox Business.  He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life.

Table of Contents

Indroduction	p. 1
Get physical	p. 9
Orientation	p. 9
Billy Mays and the gift of the gab	p. 9
The variables of voice	p. 10
Seeing what you can't see	p. 13
What has the most visual stopping power?	p. 15
Going beyond sight and sound into additional media	p. 18
Leveraging sensory contrasts	p. 20
Creative templates that work well	p. 23
Summary	p. 24
Keep it simple	p. 27
Orientation	p. 27
How not to waste half your advertising	p. 27
Engagement: what the financial stakes are	p. 29
Advertising's secret emotional cancer: frustration	p. 30
Overcoming frustration through simplicity	p. 31
Rules for word play	p. 38
Summary	p. 42
Keep it close to home	p. 45
Orientation	p. 45
Easy does it: the advantages of leveraging what's familiar	p. 45
The comfort zone: where the familiar is credible and easy to accept	p. 47
Leveraging people's preference for comfort	p. 50
Taking into account people's bias against what's foreign	p. 52
Summary	p. 54
Focus on faces	p. 55
Orientation	p. 55
Why faces are special: proof and four well-known reasons	p. 55
Why faces are special: subtle factors highly relevant to advertising	p. 57
From theory to practice: emotional responses to faces	p. 61
True smiles versus social smiles: how heartfelt smiles differ from willed ones	p. 62
The quest for authenticity	p. 64
Criteria for casting appropriately and evaluating performance	p. 65
Summary	p. 69
Make it memorable	p. 71
Orientation	p. 71
Did you see it? Recall measures as a house of mirrors	p. 71
Explaining the answers: the gap between recall and how ad retention works	p. 73
Explaining the answers: why 'Truth' won and what it means for you	p. 76
Three additional criteria for enhancing ad retention based on how memory works	p. 79
How to avoid the risk of creating unbranded ads	p. 83
Summary	p. 85
Relevancy drives connection	p. 87
Orientation	p. 87
The categorical truth: never forget the WIIFM	p. 87
Types of motivations: a serious case of wanting fun food	p. 89
Being on-motivation is essential to effectiveness	p. 92
Redefining industry categories as emotional markets	p. 94
Relevancy created by identifying with the emotions involved	p. 97
Relevancy created by identifying with a brand's personality type	p. 100
Summary	p. 102
Always sell hope	p. 103
Orientation	p. 103
Happiness, Inc.: leveraging the hope that springs eternal	p. 103
The interrelated dynamics of happiness and hope: an advertiser's checklist	p. 107
A critique of three examples of selling both hope and happiness	p. 109
Behavioural economics and the tension between hope and fear in advertising	p. 112
The missing factor in selling hope: be true to your word(s)	p. 117
Summary	p. 119
Don't lead with price	p. 121
Orientation	p. 121
How leading with price can destroy a company's marketing strategy	p. 122
Lack of sustainability (surprise fades)	p. 123
Become numb to price (devaluing hope)	p. 123
Invites analysis (undercutting emotional engagement)	p. 126
Low-value perceptions (inviting contempt)	p. 127
A price focus distorts purchase choices (dissatisfaction results)	p. 128
Brand loyalty at risk (pride takes a hit)	p. 130
Brand integrity at risk (desperation detected)	p. 131
In contrast, three real solutions to economic hard times and price/value wars	p. 132
Summary	p. 135
Mirror the target market's values	p. 137
Orientation	p. 137
Why empathy has become marketing's new touchstone	p. 137
The struggle to create authentic dialogues: welcome to executive blogging	p. 140
The battle of sexism: offensive gender portrayals	p. 143
The rise of a creative class outside the advertising agency structure	p. 146
Cause marketing: a way to neutralize critics and make new friends	p. 149
Summary	p. 151
Believability sticks	p. 153
Orientation	p. 153
The battle between belief and pervasive scepticism	p. 153
Defining the types of advertising	p. 157
What type of advertising is most emotionally persuasive?	p. 159
Time for analysis: what are the implications of these various results?	p. 161
The two ends of the spectrum for creating persuasion	p. 164
Familiarity: what we know and like, we trust	p. 166
Fairness versus desire: fulfilling on practical needs or wants and dreams	p. 166
Fairness: why humility and specificity work wonders	p. 167
Desire: it's all about the three Ps of passion, pleasure and purpose	p. 167
Consistency: nobody's won over by fickle companies and mono-emotion actors	p. 168
Summary	p. 169
Afterword	p. 171
Notes	p. 175
Picture credits	p. 185
Index	p. 189
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