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Entertainment in Television Advertisements

Posted by: bsaikrishna on: April 27, 2013

In: Advertising | Brand Management | Market Research | Marketing | Media & Entertainment | Psychology
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As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient.

Communication: Command Attention (Clutter breaking) -> Be Relevant

This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the rest of this blog we will discuss it in the context of TVCs.

Though the rules seem simple, commanding attention is itself a very daunting task in this fragmented and cluttered world of media. On top of it, the message is driven home only if you are relevant to your fragmented consumer segments. Currently, we shall focus on the first part of the problem – clutter breaking and commanding attention.

What have commercials been doing to break clutter?

Historically, entertainment has proved to be one of the most effective ways to command attention of people. Entertainment is a very pervasive element of television ads today. Research shows that creative entertainment increases the attention to view the entire ad, reduces the resistance to persuasion, and has positive effects on purchase intention.

Wikipedia defines entertainment as – “Entertainment is something that holds the attention and interest of an audience or gives pleasure and delight.” Psychologists define entertainment as “attainment of gratification of senses”.

Though people have different personal preferences of entertainment, it has been observed that across cultures and time there are recognisable and familiar forms of entertainment such as story-telling, music, dance, drama, sex, sports, horror etc. So, most ads today have atleast one form of content used to entertain consumer such as humour, music, and creative stories, etc.

The answer to the question is – Commercials have been using entertainment as one of the effective ways to break clutter and maintain attention levels, increasing people’s interest to view the entire ad, and research shows that creative entertainment has positive effects on persuasion and purchase intentions.

If all is well, what is the problem about entertainment in commercials?

One observation that always intrigued and puzzled me is that the commercials that are very entertaining and enjoyable don’t always drive home the intended purpose. There are many commercials that are enjoyed a lot and has high ad recall, but they just become only a source of entertainment for the audience.

My observation of several ads and people made me come to the hypothesis that the entertainment provided in the ad actually fulfils the consumer and conflicts with the consumers’ process of synthesizing the brand/product message. This negative influence of entertainment is especially seen when the brand purpose is not weaved into the story provided for entertainment. For example, in ads where the entertainment part comes first and the brand is shown very late in the ad and they are not so well connected. If entertainment is used to break clutter, then it is important that the brand is shown as a part of the entertainment at the beginning of the ad, else there is a risk that the TVC may be very entertaining but not serving the objective of the ad.

Harvard professor Thales Teixeira has conducted interesting research on this regard and wrote a paper – “Why, When, and How much to entertain consumers in advertisements?” This is based on a facial tracking study (software used to track the facial emotions) in response to the TVCs. This is a first of its kind study and is the latest (dated January 2013).

One of the key hypotheses for the study is – Does high entertainment in advertisements have detrimental effects on persuasion and purchase intent, while having beneficial effects on a person’s willingness to watch the ad?

Key Results from the Study:

1. Entertainment can overcrowd your product message.

2. Viewers tend to pay less attention to the message associated with the brand once they’re already entertained.

3. If entertainment is not brand-associated (brand comes first and then the entertainment part starts or both at once), then it works only as an attention capturing device.

4. An excessive amount of entertainment is ineffective because it reduces the ad’s persuasiveness, as the entertainment conflicts with the persuasiveness.

5. Medium level of positive entertainment leads to a higher intent to purchase the advertised brand than low or high levels.

Entertainment plays both a co-operating and a conflicting role

Prof. Teixeira found that entertainment plays both a co-operating and a conflicting role, depending on its type (i.e., location in the ad). Entertainment that is associated with the brand is co-operating, as it acts as a persuasion device both in the interest and purchase stages. Entertainment that is not associated with the brand acts predominantly as an attraction device at the interest stage, thus indirectly cooperating but also directly conflicting with the ultimate goal of the ad.

The paper talks about the role of the location of entertainment and brand in the ad and its effects on the purchase funnel. If the ad is solely intended to induce purchase from previously aware or interested consumers, early placement of the brand is recommended. This might be the case for established brands or mature products. Yet, if the purpose of the ad is to generate awareness and interest, for example for new brands or products, and other marketing tools will be used to trigger purchase, then placing the brand later in the ad will be more effective to increase its attractiveness. Lastly, for ads intended to increase interest and purchase, ad persuasiveness and attractiveness should be balanced.

The study shows that entertainment, while increasing interest, can hurt purchase intent, especially if it appears before the brand, and can help purchase intent, when it occurs after the brand. So having the brand appear later may work if the objective is more towards building awareness. But still I am not a strong supporter of entertainment coming first and then brand later. If you want to be safe, make sure that the brand has an appearance somewhere in the beginning of the ad (especially when entertainment is used for clutter-breakthrough).

Thank you.

HBS Case Studies to read

Posted by: bsaikrishna on: October 3, 2010

In: Books | Case Study | Education | Marketing
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Some of the case studies which are a must-read for every marketer:

1. Marketing Myopia

There is a reason for this being the first in this list. This is a revolutionary
article on Marketing written by Theodore Levitt. This article made him world-famous and the father of modern marketing. This is one of my favourite articles and is easily one of the greatest contributions to Marketing.

2. Marketing Simulation: Managing segments and customers

This is a simulation program from Harvard Business School, where the student assumes the positions of CEO and CMO of a medical motor manufacturer and are tasked with executing successful B2B marketing strategies from period to period. This is one program that teaches you the whole framework of Marketing Strategy.

3. Marketing Analysis Toolkit: Market Size and Market Share Analysis

Market shares, market sizes, growth rates are the breath of every marketer. Every marketer should understand the basics of market and how these are calculated. Marketers frequently need to estimate the projected sizes of the markets and market shares. This case covers all you need to know about the market analysis and projections for both existing products and new products.

4. Giant Consumer Products: The Sales Promotion Resource Allocation Decision

This case provides students with an opportunity to become familiar with some major strategic issues that firms face when formulating and implementing a sales promotion, including: cannibalization, branding, pricing strategies.

5. Cunard Line Ltd.: Managing Integrated Marketing Communications

Cunard, the world’s oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning, and the competition planning. This case explains all the problems related to positioning, and how to solve the communications problems with an integrated communications strategy. This is a very important case for every marketer.

6. Creating a Marketing Plan: An Overview

This is well explained in the book Marketer’s Essentials, a book by HBS. But it is a delight to go through this book and the way all the concepts of marketing are integrated to develop marketing strategies. Also definite templates for Marketing Plan, and Customer Value are provided.

Also, one can refer to http://www.elearning.hbsp.org/businesstools.

Also, refer to the references of papers in Marketing Management text book given for each chapter. This is a very comprehensive collection of all papers in Marketing.

Tags: case studies, Harvard, HBS, Marketing, papers