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Motivation and Ease are important building blocks in order to formulate the ‘strategic opportunity’ (or ‘big idea’). Many creative ideas can be developed and tested with this important insight. To derive at the ‘strategic opportunity’ we can decompose Motivation and Ease for our target groups.CorrectIncorrect
There are some advertising tactics every brand can and should execute, small or big. Other tactics ask for bigger budgets and are more effective in mass media. Bigger brands use these tactics and by doing so they stay ahead of the competition, building a stronger brand.CorrectIncorrect
The higher the motivation, the more hurdles one is willing to take to achieve the goal. Motivation decreases when the object of desire is available everywhere – easy to obtain and for free. So why would people pay for porn sites while comparable content is available for free everywhere? This is because the industry is taking away as many hurdles as possible for visitors to onboard. True or false?CorrectIncorrect
Gamification is just a new trend and true engagement is only caused by a good product or service.CorrectIncorrect
Smart brands make you part of the solution, another tactic that brands small and big can execute.CorrectIncorrect
You can create tutorials for explaining your product or service or to show how to obtain and maintain it. Research into tutorials in gaming however shows that complex games benefit with 29% extra engagement, while tutorials for games that can be solved by mere experimentation do not add any value at all. This suggests that you can prioritize your skill up activities to complex tasks.CorrectIncorrect
Step by step asking for a ‘bigger yes’ is a proven concept. Trial versions, free white papers and samples are well known examples. Do the following examples both work with the commitment principle?
- In the matured online world we often hear ‘if it is free, you are the product’: while you get free access and percieved value, you give permission to gather and sell your profile and behavioural data whithout any control or revenue for you;
- Mail order companies grant you a personal loan with at least 12% interest in exchange for a simple t-shirt. You are really paying extra – a lot.
The principle of collectivity is one of the stronger drivers for growth. Cool hunters and influencers make a good living of it, predicting and proclaiming what is going to be popular, but sometimes reality transcends this. Is this true or false:
Imagine the story of Ugg boots (sheepskin footwear) worn in Australian and New Zealand surf culture in the 1960’s and percieved as totally not fashionable. The California owner of the UGG brand witnessed a true fashion trend in the US in the late-90s which went global mid-2000s. UGG still delivers premium priced footwear which is made at low cost in China and distributed in over 130 countries worldwide.CorrectIncorrect
In order to grow we’d better do a price promotion and get a sales spike now than have all the efforts with a partner which in the end will not contribute to my brand after all.CorrectIncorrect
Tax payers’ money instead of government funding; tax relief as opposed to a progressive income tax system; war on terror instead of bringing in the terrorists for (international) law; all are well known political frames. In advertising a well known frame (still) is the never ending ‘war’ on any form of dirt, you can not be satisfied or happy until it is really gone, using superior brand x.
Would you say the ‘battle’ against fat has been a matter of framing too?CorrectIncorrect
In modeling – show the desired behaviour and it’s meaning – often actors are involved. Is the fact that they are high-profiled, credible persons who can inspire or inform us the only reason for that?CorrectIncorrect
Using and tapping into powerful emotions to motivate behaviour does not always seems to be as effective as we might expect. Over 15% of the western world is still smoking, we are still eating bio-industry animals on a mass scale and in some countries fireworks sales are up every year despite horrible accidents. Would you say it is pointless?CorrectIncorrect