quantifying creepy
Post on 26-May-2015
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QUANTIFYING CREEPYHOW MUCH IS TOO MUCH TARGETING?
A DUAL PANEL PROPOSAL FOR SXSW 2015
Jason CarmelSVP, Marketing SciencesPOSSIBLE
Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University
GENERIC
CREEPINESS = 0
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GET GREAT SHOES SHOP NOW
TARGETED
GENERIC
CREEPINESS = 3
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GET GREAT SHOESFOR HIKING RAINIER
SHOP NOW
TARGETED
GENERIC
CREEPINESS = 19
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GREAT HIKING SHOES FORTODDLERS 3-5 YEARS OLD
SHOP NOW
TARGETED
GENERIC TARGETED
CREEPINESS = 39
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
STILL THINKING ABOUT THOSE SHOES?MAYBE A 20% OFF COUPON WILL SEAL THE DEAL! SHOP NOW
GENERIC TARGETED
CREEPINESS = 57
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
THOSE SHOES ARE PERFECT FOR YOUR UPCOMING CRUISE.DANCE ON THE PROMENADE DECK WITH 20% OFF. SHOP NOW
GENERIC TARGETED
CREEPINESS = 93
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
MOM
SHOP NOW
DOES LUCY NEED NEW SHOES?DEALS ON TODDLERFOOTWEAR 3-5YEARS OLD
SHIPPED IN TIME FORGRANDMA’S VISITNEXT WEEK
BTW, if you need a new, saucy pair of pumps for
your cruise with Phil while Grandma babysits, we can
hook you up too.
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DOES YOURAD FALL ON THE SCALE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DO PEOPLESEE VALUE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DO PEOPLERUN SCREAMING?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
HOW CAN YOUKNOW FOR SURE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
(OR AT LEAST BE BETTER AT GUESSING?)
?
?
?
???
WHAT EXACTLY TRIGGERS CREEPINESS FROM TARGETING?
An Agency and a University teamed up on a research project to find the answer.
To hear the results of the study, please consider voting for our panel.
Who knows. It might even make advertising a better place.
Jason CarmelSVP, Marketing SciencesPOSSIBLE
Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University
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