Christina Hartley, IPC Media

1
MRG Conference3rd November 2005

• Christina Hartley, IPC Media
• Andrew Freeman, GCap

News International
2

• The synthesis of logic and emotion, both of
  which are inherent to man, create human morality.
  

3

• The synthesis of logic and emotion, both of
  which are inherent to man, create human morality.
  When logic and emotion clash, then it is
  emotion that rules

Yehuda Cohen, 1931-
4
(No Transcript)
5
Here comes the Science

• Instinctive reactions
• Experiences stored in memory
• Triggered by encounters
• Assess current situation

6
The Power of Emotion

• Influences recall
• Determines response
• Governs perceptions
• Shapes experiences

7

• Appeal to emotion

Not just logic
8
Advertising
Emotion
Brand Association
Brand Magnetism
Purchase Consideration
9
The Halo Effect
Brand Fame

• The Presenter Effect

The Echo Effect
10
Exploring Emotion

• Consumers emotional relationship with media?

Advertisers tap into emotional relationship
ENGAGEMENT
11
Mehrabian Russell PAD Model

• Pleasure
• Arousal
• Dominance

positive or negative
active or quiescent feelings
control or vulnerability
12
M R Emotional Wheel
Love
Optimism
Acceptance
Submission
Joy
Fear
Anticipation
Awe
Aggressiveness
Surprise
Anger
Sadness
Disappointment
Disgust
Contempt
Remorse
13
Inspired
14
Addicted
15
Excited
16
Happy
17
Close To
18
Soothed
19
Engaged
20
Passionate
21
Relaxed
22
Confident
23
Fulfilled
24
Captivated
25
Methodology

• Internet-based study
• Lightspeed Millward Brown
• 9,000 respondents
• 22,227 adults in total
• 248 media brands, all media
• Image, Personality, Positioning and Emotion

26
Image

• Innovative Family Oriented
• British Bold
• Glamorous Controversial
• Responsible Inspiring
• Entertaining Informative
• Sexy

27
Personality

• Extrovert / Restrained
• Playful / Rational
• Carefree / Conscientious
• Practical / Intellectual
• Sensitive / Assertive
• Stable / Excitable

28
Positioning

• Has a strong identity
• You talk about with your friends
• Talks to you at your level
• Cares about its users
• You can always rely on
• Appeals to people of all ages
• You would be lost without

29
Emotion

• Which of these emotions do you feel when you
  watch/read/listen to/visit
• Passionate Captivated
• Happy Engaged
• Relaxed Soothed
• Addicted Fulfilled
• Excited Inspired
• Close to Confident

30
Simple InsightThe most / The least
Horse Hound
World of Interiors
Financial Times
Mother Baby
CONFIDENT
Practical Parenting
Yahoo!
Cosmo Hair Beauty
Pregnancy Birth
31
Simple InsightThe most / The least
Yahoo!
The Times
Wanadoo
Financial Times
CONFIDENT
Kelkoo
Sky News
Google
Times Online
32
Simple InsightThe most / The least
CONFIDENT
Live Cricket
33
You only sing when youre watching
34
Happy
hit40uk
Challenge TV
Paramount TV
Big City Network
Paramount 2 TV
MTV
Today with Des Mel
Nick Junior
Bo Selecta!
The Simpsons
Scrubs
BBC Radio 1FM
Malcolm in the Middle
95.8 Capital FM
Virgin Radio
Magic Network
Will Grace
The One Network
Bravo TV
Heart FM
Smash Hits Radio
35
Happy Passionate
Happy Relaxed
95.8 Capital FM
Heat Radio
Kerrang!
Kiss 100FM
hit40uk
Q Radio
Xfm
Brides
Nuts
Zoo
Soccer AM
36
How it works
37
Very strong performance by radio as a whole.
CHOICE FM
KERRANG!!!
BBC 1Xtra
38
Television brands.
MTV
E4
Sky Sports
Gillette Soccer Saturday
24
Soccer am
Brainiac
Loose Women
Fear Factor
Nip/Tuck
Live Pship Football (TV)
The Simpsons
This Morning
The West Wing
Bo Selecta!
39
(Male) Magazine brands
Kerrang! Magazine
Zoo
Mojo
Loaded
Rugby World
Uncut
FHM
Nuts
40
Summary of recommendations

• Brands from three core channels shown as best
  environmental conduits for client brand DNA
• Radio / TV / Magazines
• Radio offers strong opportunity to connect brand
  with the immediate, speaks at my level and
  drive credibility
• Listeners are involved and connected
• Radio can provide urban badge for client
• Stateside TV strong
• Appointment to View programmes
• notably absent are reality shows
• Magazines display good match across brand image

New TV programmes
Websites (eg. Sun online a strong candidate)
Cinema (What films?) - Posters
Cross-media eg. RSVP
41
mediaDNA delivers

• INSIGHT
• Across media
• EMOTION
• Powerful connection
• Clearer relationships
• With agencies and clients
• ROI