all care no responsibility: If Content is King, Community is Queen. Yeah? Then context and technology must be Gods!
charlesfrith
· 1 year ago
I've had a little saying for a while now. Everything is contextual. It came out of a presentation that I wrote for Unilever Asia a few years ago trying to answer a cultural question with answer A or B. The context was what mattered. It applies to pretty much everything.
craig
· 1 year ago
Love to see the preso if that's possible, sounds good..
nguyen duong
· 1 year ago
I work for a sales promotions agency. Being embedded with my clients in their offices, I have the opportunity to wear those "problem solving goggles" with them everyday. The value that we bring to being on site with the client is not to crank out new promotional ideas everyday, it is to understand their challenges and find solutions that address them in the right context, (e.g. "front of house" consumer-facing solution or back-of-house crew training program).
charlesfrith
· 1 year ago
Hi Craig. Here's a link to the slideshare that I posted.
I'll send you a copy when I dig it out but really I should rewrite/expand on it because I've given it a lot more thought since I wrote it, such as the part that low Involvement Processing plays, and I left a long comment on Scamps blog that if you don't mind I'll just cut and paste here.
Charles Frith said...
I did try to chip in to this thread via mobile phone but it seems that it didn't go through.
Low processing involvement is easily the most fascinating subject in advertising and there is little chance to give it justice in the comments box but what I will say as a fan of the books finding is that both great creativity and constant repetition work but in different ways.
Engaging with people is the best way to sell but there's a quid pro quo in the Television Media that has a different dimension than great creativity.
That dimension is trust and the thinking goes something like this. "Look I'm not really paying attention to your advertising as it's a quid pro quo deal on the content which is what I really watch Television for. Howver as you are clearly paying a lot of money to vie for my attention I'll park you in the low involvment processing area, take a few key thoughts with me and probably trust you just because you have the money to fight for my attention in a relatively expensive media space"
We trust TV advertised products because dodgy brands cannot be built through the medium. They need the resources and back up of lots of money to get there in the first place. It works best on full engagement but quite well on low involvement processing.
I do however think that Cillet Bang became a hit because it's a hardcore ad. You want a hardcore cleaner for the kitchen and Cillet Bang leaves us in no confusion as to exactly what it is.
It's a long subject and there are lots of contextual variables that can always be brought in to change a viewpoint but this is one subject I'll talk about forever and ever if people catch me in real life. It's just fascinating.
Remember. Propaganda is also advertising!
I'm a bit chuffed Craig because I just discovered that the comment after mine is a compliment and comes from someone I've a lot of respect for.
And lastly I should add that the topic gets really complex in the digital media because of the variable engagement patterns the internet provides from say Google Ads (pure direct messaging) to having a browser, reading text, catching a video, engaging in dialogue through comments such as this or say messenger apps. The list goes on.
I've been itching to write a brief that was just context. i.e. Whatever the ad is before our ad, make a spin on it. If the program the ads are interrupting is interesting creatively spin that. If we know its raining outside creatively spin that, if we know 2/3 of viewers have just jumped channel to miss Songs of praise, creatively leverage that.
Sorry about this long rambly comment Craig. This is not the first time I've used other peoples blogs to get my own thoughts in order. It's a bit cheeky but I'm like that ;)
All Comments
http://tiny.cc/ptGkn
I'll send you a copy when I dig it out but really I should rewrite/expand on it because I've given it a lot more thought since I wrote it, such as the part that low Involvement Processing plays, and I left a long comment on Scamps blog that if you don't mind I'll just cut and paste here.
Charles Frith said...
I did try to chip in to this thread via mobile phone but it seems that it didn't go through.
Low processing involvement is easily the most fascinating subject in advertising and there is little chance to give it justice in the comments box but what I will say as a fan of the books finding is that both great creativity and constant repetition work but in different ways.
Engaging with people is the best way to sell but there's a quid pro quo in the Television Media that has a different dimension than great creativity.
That dimension is trust and the thinking goes something like this. "Look I'm not really paying attention to your advertising as it's a quid pro quo deal on the content which is what I really watch Television for. Howver as you are clearly paying a lot of money to vie for my attention I'll park you in the low involvment processing area, take a few key thoughts with me and probably trust you just because you have the money to fight for my attention in a relatively expensive media space"
We trust TV advertised products because dodgy brands cannot be built through the medium. They need the resources and back up of lots of money to get there in the first place. It works best on full engagement but quite well on low involvement processing.
I do however think that Cillet Bang became a hit because it's a hardcore ad. You want a hardcore cleaner for the kitchen and Cillet Bang leaves us in no confusion as to exactly what it is.
It's a long subject and there are lots of contextual variables that can always be brought in to change a viewpoint but this is one subject I'll talk about forever and ever if people catch me in real life. It's just fascinating.
Remember. Propaganda is also advertising!
I'm a bit chuffed Craig because I just discovered that the comment after mine is a compliment and comes from someone I've a lot of respect for.
Here's the link to the original comment
http://tiny.cc/Ndc3f
And lastly I should add that the topic gets really complex in the digital media because of the variable engagement patterns the internet provides from say Google Ads (pure direct messaging) to having a browser, reading text, catching a video, engaging in dialogue through comments such as this or say messenger apps. The list goes on.
I've been itching to write a brief that was just context. i.e. Whatever the ad is before our ad, make a spin on it. If the program the ads are interrupting is interesting creatively spin that. If we know its raining outside creatively spin that, if we know 2/3 of viewers have just jumped channel to miss Songs of praise, creatively leverage that.
Sorry about this long rambly comment Craig. This is not the first time I've used other peoples blogs to get my own thoughts in order. It's a bit cheeky but I'm like that ;)