marcoms effectiveness system for the brave new world
TRANSCRIPT
MARCOM
EFFECTIVENESS
SYSTEMFOR THE BRAVE NEW WORLD
Programmatic, Neuro , Agile etc. And The Kuleshov
Effect
What is The Kuleshov Effect The Kuleshov Effect is a film editing
technique that was recognised and demonstrated by Russian filmmaker Lev Kuleshov between 1910-1920 during his montage experiments. These experiments indicated the usefulness and effectiveness of editing and formed the theoretical basis of Soviet montage cinema. Films of this movement include The Battleship Potemkin.
Kuleshov's original demonstration showed an expressionless man intercut between images of a bowl of soup, a girl, and a little girl's coffin. Each time the shot of the expressionless face was exactly the same, but what the experiment showed was that audiences bring their own emotional reactions to the sequence. Source : http://boxcleverfilms.blogspot.in
Hitchcock on the Effect…
Alfred Hitchcock called this
technique “pure cinematics –
the assembly of film.” Sir
Hitchcock says that if a close-
up of a man smiling is cut with
a shot of a woman playing
with a baby, the man is
portrayed as “kindly” and
“sympathetic.” By the same
token, if the same shot of the
smiling man is cut with a girl in
a bikini, the man is portrayed
as “dirty.”
The Kuleshov Effect-At the Core
The consumer carries his
read/emotions from an
earlier visual into reading
meaning into the visual
Context adds meaning
to the images.
Is the Kuleshov Effect relevant? If so, what are the implications for marketing
communications?
…And Marketing
Communications
Advertising appearing at a dramatic moment during a soap episode .
A banner ad wrapped around a headline story about the home team loss.
A mobile interruption.
Relevant content reaching just before a critical meeting.
A funny visual just after the gory pictures of a civilian disaster zone.
Or the reverse!
Sensory Load is Near-
Ubiquitous !
MarCom is surrounded by
visuals and communication -
programming or other content,
including other ads !
This is even more apparent in
websites , social media and in
content-based marketing
This Clutter creates The Kuleshov Effect!
Is the Kuleshov Effect relevant?
If so, what are the implications for marketing communications?
Creative
Media
Effectiveness Testing
…And Marketing
Communications
Effectiveness
Media
Creative
It’s a brave new world.
With smart TVs and devices
Large data lakes
Near universal digital
footprints
Neuro-science tools to
measure emotions ‘online’
Programmatic buying
A world of Micro segments
and micro moments Occam's Razor for Huxley’s
World
Marcom needs ( and has the
tools now) to evolve into an
agile system in tune with its
environment
Effectiveness
Media
Creative
Current Practice
1.Test communication solo for
effectiveness
And/or
2.Test communication in ‘clutter’
of other ads for noticeability
Now
Test communication ‘in
context’ of likely content it will
be juxtaposed with.
Check ‘context’ using neuro-
science tools and feed in
real-time to media choice for
specific creative
Effectiveness
Media
Creative
Current Practice
1 ‘large’ creative output or at
best a ‘campaign’ of 3 to 4
executions at a point in time.
Long process , low agility until
the ‘next big idea’…
Now
Create communication which
works ‘in context’ of likely
content it will be juxtaposed
with.
Multiple creatives around
central idea to work with the
contextual mood to get similar
desired consumer response
Effectiveness
Media
Creative
Current Practice
Programmatic and non-
programmatic buys based on
specific creatives based on
‘content’ at best, and
reach/frequency .Now
Media Apertures where
Creative
Content works ‘in context’ of
likely mood it will be
juxtaposed with to get desired
consumer response
Apertures initially to be
determined set until feed back
look sets in
Effectiveness
Post Launch
Media
Creative
Current Practice
Track Metrics movement. Post-
facto feedback to inform future
creative/media strategy
Now
Feedback Loops using
Neuroscience and/or stated
response* based testing to
enable agile, almost-real-time
management of creative and
media apertures
*stated response to reduce agility/speed
Effectiveness
Feedback Loops
Media
Aperture
Agile
Creative
MarCom
Effectiveness
SystemFor The Brave New World
