Magazine article Marketing

Media Analysis: Psychological Advantage

Magazine article Marketing

Media Analysis: Psychological Advantage

Article excerpt

Motivational psychology research is helping to enhance traditional planning methods. Colin Grimshaw reports.

Advertising deodorant around sweating contestants in the breaks of Who Wants To Be A Millionaire might seem an obvious media ploy, but it is an example of the way media planning is moving away from simple demographic targeting.

'Connections planning' is about reaching consumers at a time when they are most receptive to a particular message. Another example might be identifying when mothers feel most positive about their children and therefore receptive to messages about family, such as a fabric softener promotion. This moment could be during the drive to pick the kids up from school, after mum has missed them during the day. It is unlikely to be while she is trying to exert control at tea time.

This new direction is exemplified by the pan-European 'Motivation To Media' study, conducted by the Censydiam Institute on behalf of Vizeum. It surveyed 72,000 people in 18 countries over nearly two years, measuring the motivating influences in their consumption of 1500 brands and the major media channels in their country. The result was a map that plots how a brand and its rivals are perceived in eight core human motivations: enjoyment, recognition, conviviality, power, belonging, vitality, security and control.

Coca-Cola, Unilever, Heineken and Heinz have all used motivational mapping in brand planning, and sometimes in developing their advertising creative.

But the Vizeum research moves it on by marrying brand motivations with complimentary studies into the motivations affecting media consumption.

It allows advertisers to employ the same level of sophistication in their media planning as in their brand strategy.

Overcoming barriers

The benefit lies in maximising receptivity to advertising by placing ads in the most appropriate medium at the optimum moment. This helps to counter barriers such as PVRs and consumers tuning out.

Coca-Cola UK began experimenting with motivation measures in 2004, says Justin Billinslay, brand director for Coke and Diet Coke. It now integrates the technique into all brand marketing. …

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