tag:blogger.com,1999:blog-5249997465016074955.post2100045156453448890..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Four Principles Of Quantum AdvertisingBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger16125tag:blogger.com,1999:blog-5249997465016074955.post-3708428457767666792014-11-09T10:24:38.814-08:002014-11-09T10:24:38.814-08:00The author believes lowering prices, offering disc...The author believes lowering prices, offering discounts, and utilizing other types of promotional activities encourage logical thinking in the consumer?<br /><br />Hahahahahahaha!!!Leslie Bnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-4638196487254334132014-10-27T09:03:37.089-07:002014-10-27T09:03:37.089-07:00An excellent series, Bob, and worth thinking about...An excellent series, Bob, and worth thinking about. As a young direct response marketer for a publishing company, I was often frustrated when my research indicated "more facts!", yet the emotional appeal won handily. Likewise, when the opposite occurred. I ended up with thinking like a quantum physicist as a result and saying "it depends" a lot to my team. I didn't have your wonderful term "behavior-plasticity" to use! Keep up the good work.Mark Pilipczukhttp://www.markpilip.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-63024194529233240072014-10-24T05:38:23.272-07:002014-10-24T05:38:23.272-07:00If I'm understanding correctly both your thesi...If I'm understanding correctly both your thesis and its parallel with quantum theory, then surely your first Principle should go: All purchasing behavior can be described as both (rather than 'either') emotional and (rather than 'or') rational?Harroviannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-7802106779938662232014-10-22T22:36:28.144-07:002014-10-22T22:36:28.144-07:00Sure you can...the speed is calculated by how fast...Sure you can...the speed is calculated by how fast the bs gets posted/rt'd/shared on all platforms. The mass is calculated by how many more sm gururs adopt it, change it to add their voice and repurpose it for their own ends.Jeffrey Summershttp://SHGWW.com/noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-73286250972652029122014-10-22T12:40:09.566-07:002014-10-22T12:40:09.566-07:00It is received wisdom in direct marketing that 40%...It is received wisdom in direct marketing that 40% of the effectiveness of an ad comes from the list (media considerations or "place" (?)), 40% from the offer ("product" and "price") and 20% from "everything else" (concept, creative, etc., or "promotion"). Get the right message about the right product in front of the right people.<br /><br /><br />I am not always the audience. So what appeals to me, whether rational or emotional, is not always relevant. For a B2B prospect the emotion might be fear that making the wrong decision with his company's money might cost him his job! Might not matter whether he likes the product, the salesperson or the ad. Or, we might have a complex buying decision, with multiple decision makers, each with a different motivation, each of whom requires a different appeal.<br /><br /><br />Nevertheless, what I think is revolutionary is your suggestion that BOTH logic and emotion are involved simultaneously. Sometimes, we say emotion makes the decision but logic provides its justification.timorrnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-27429184357648720182014-10-22T11:54:19.599-07:002014-10-22T11:54:19.599-07:00Are you going to factor in the existence of the co...Are you going to factor in the existence of the conscious observer and how it changes the activity of matter? In parallel, I love the notion that if you look at consumer behavior, they will do pretty much one thing or another, and we have endless ways to measure that. <br /><br />But the instant you look away, all bets are off.It's what I donoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-57738135917337856942014-10-22T11:06:56.681-07:002014-10-22T11:06:56.681-07:00I think your Bank of the West headline perfectly n...I think your Bank of the West headline perfectly nailed the duality you are writing about. Forgive me if I botch it, but "We have free checking. They have free checking. We have great service. They have free checking." It sells the logical side of things, and uses charm to close the deal. It really is the perfect ad. IMHO.Matt Burgessnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-36506933792358138072014-10-22T08:45:39.480-07:002014-10-22T08:45:39.480-07:00As the French writer Pennac puts it in "Messi...As the French writer Pennac puts it in "Messieurs les enfants": <br />That is the kind of bullshit one could found things like a new religion or a political movement on...<br />As an affectionate reader I can only say this is the most interesting and scientific expression of common sense applied to advertising I have ever seen and one that could lead to very good things.<br />After all when you launch any marketing campaign you are only having your best possible "educated guess" (having tried to do your homework honestly and diligently).Rosario Di Diohttp://ddrosario.wordpress.com/noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-12556091993043802032014-10-22T07:23:42.772-07:002014-10-22T07:23:42.772-07:00OK, I think this article has inspired a Eureka mom...OK, I think this article has inspired a Eureka moment for me. It's Heisenberg's Uncertainty Principle of Marketing: When an SEO expert collides with a content marketer, the bullshit is sure to fly, but you can't simultaneously know both the mass and the velocity of the bullshit.DEadwardTreenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56442598198251345192014-10-22T06:50:37.992-07:002014-10-22T06:50:37.992-07:00The probabilistic model is the solution to this pr...The probabilistic model is the solution to this problem, I believe. We just want to improve our odds of creating a successful campaign. We'll get it wrong plenty at the individual level, but on the whole we'll be more right. The big issue is when people (clients) expect certainty, which to a degree the digital-advertising industry has encouraged. It's very hard for me to say, "we used to be right 55% of the time, but now we're right 60% of the time, though we can't tell you beforehand what particular individuals will make up the improvement." Clients don't want to hear that, but it is often the truth. Another issue is that with so much data flying around, there are going to be more times where we feel certain about some relationship, but it will just be a fluke.Jason Hartleynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-57168316463283076742014-10-22T06:37:50.311-07:002014-10-22T06:37:50.311-07:00Keeping with your quantum theme, I've always b...Keeping with your quantum theme, I've always believed in the Observer Effect when it comes to focus groupsSean Peakenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50877905681088058082014-10-22T05:02:52.183-07:002014-10-22T05:02:52.183-07:00I use the gut index. If my gut tells me it's a...I use the gut index. If my gut tells me it's a good idea, I test it with people I believe to be in the target audience. Anecdotally, this has proven successful quite often. I realize that "you just know" is a piss-poor algorithm for success, but you go with what works. <br /><br /><br />I've often found that the strategies I'm given go to an infinitesimal degree of specificity without actually adding anything useful to the creative process, which I would call a failure of strategy. And since we're advertising to people, well heck, I happen to *be* a person. Maybe we know more about it intuitively than we think. And maybe, even if we're jaded by the business itself, we can use that intuition to actually connect with people in a meaningful way?<br /><br /><br />I know you're trying to quantify it all, Bob, and if anyone can, it's you. After all, what do I know? I'm a worn-out old hack.Cecil B. DeMillenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-83305373182009066782014-10-22T03:55:09.029-07:002014-10-22T03:55:09.029-07:00Speaking as a quantum physicist turned copywriter,...Speaking as a quantum physicist turned copywriter, I like where you're going with this.Jonnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-72202620387473622802014-10-22T03:44:23.359-07:002014-10-22T03:44:23.359-07:00LeShann,
Good points
BHLeShann,<br />Good points<br />BHbob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-57209638403812643952014-10-22T03:40:15.208-07:002014-10-22T03:40:15.208-07:00Just one pedantic remark, when you say "somet...Just one pedantic remark, when you say "sometimes consumers behave like one thing, and sometimes like another.", if directly comparing with quantum physics it's not sometimes and sometimes, it's is both at all times but we are only able to measure/study one way at a time (which is somewhat articulated in point #3).<br /><br />On point 4, it is true now but I disagree on the pessimism. First of all it's always reductive to claim something could never be known, it might just be a matter of not having the right measuring tools, or theory, yet. But also, we could separate individual and group explanation. Taking a whole consumer segment, a probabilistic model (as suggested in #2) might actually be able to provide a fairly accurate formula that predicts really well the group, and simply offers a wider range of possibilities at an individual level. This is me being hopeful here.LeShannnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-20014238523888649982014-10-22T02:49:51.061-07:002014-10-22T02:49:51.061-07:00I like the rabbit hole you are going down. These a...I like the rabbit hole you are going down. These all seem like good points to ponder and make sense after the first read. Let the marinating begin.Marknoreply@blogger.com