ALL POSTS TAGGED emotional advertising
Has the Big Brand Ad Had its Day?
Posted Feb 26 in Opinion tagged Action Advertising, Advertising, Brands, emotional advertising by Fritz BachenAn article that first appeared in The Australian in Feb 2013. I HAVE a very strong emotional connection to Twitter. What does that mean? I use it a lot, I talk about it often, and I love it. I really enjoy it, and I don’t use any other social media service to anywhere near the [...]
Read more...An Interview with FXGuide
Posted Sep 23 in Press tagged Action Advertising, Behaviour change, behavioural economics, emotional advertising, Rational advertising by Fritz BachenHere’s an interview with FXGuide on how we change behaviour at Naked Communications. Its a video about 24 minutes long.
Read more...Why Interactive Advertising Trumps Emotional Advertising
Posted Sep 20 in Press tagged Action Advertising, Benjamin Franklin Effect, Campaign Asia, emotional advertising by Fritz BachenRecently I gave a talk at Spikes Asia with Imogen Hewitt. This is how the very clever Susie Sell captured the essence of the talk in Campaign Asia. I hope it’s ok to copy and paste the entire article. For the original thing go here. Naked: Stop the song and dance and get consumers [...]
Read more...All the Emotions You Need To Know
Posted Jul 17 in Opinion tagged Action Advertising, emotional advertising, Plutchick by Fritz BachenPassive advertising (advertising that talks at you and you don’t need to do anything but not change the channel) is still omni-present. We see it on TV, in magazines, on outdoor advertising. However, none of this has to be passive. Through advances in personal technologies and social media there is now no excuse to just [...]
Read more...Getting People Involved
Posted Mar 14 in Opinion tagged Action Advertising, behavioural change, emotional advertising, Rational advertising by Fritz BachenSo by now most people are getting the message, forget about making people receive information passively, and get them involved in the communications. Getting people to act with the message is a much more effective tool for behavioural change rather than just yelling at people. I’m sometimes surprised how much difficulty marketers are having with [...]
Read more...Action Advertising Over Emotional Advertising
Posted Jan 17 in Opinion tagged Action Advertising, emotional advertising, Rational advertising by Fritz BachenI’ve spoken previously many times about the importance of getting people to ACT and not just RECEIVE a message. The whole industry has been hijacked by ad agencies flogging ‘emotional advertising’ (‘Lovemark anyone?’) for too long. The choice has always been is it emotional or rational advertising (for the record if you’re after passive advertising [...]
Read more...The Obsession With ‘Emotional Advertising’ is Missing the Point
Posted Oct 11 in Opinion tagged behavioural response, Bogusky, emotional advertising, Millward Brown, Rational advertising, Utility Marketing by Fritz BachenRecently Millward Brown put out a white paper titled “Should my advertising stimulate an emotional response?” I applaud Millward Brown for trying to answer such a question – and the article is a good read, concluding unsurprisingly with ‘yes’ we should encourage an emotional response. However, to be frank, I think asking a different question [...]
Read more...In Advertising Give Me Utility over Emotion Anytime
Posted Sep 15 in Opinion tagged emotional advertising, Rational advertising, Utility Marketing by Fritz BachenHere’s my latest Adnews article. It’s about Utility Marketing, trying to use every possible opportunity to give people what they want. It’s an alternative to the ‘emotional ádvertising’ thing people talk about (see previous blog posts). I’d be interested in peoples thoughts.
Read more...Why Good Advertising Must Begin To Embrace The Dark Side
Posted Jul 18 in Uncategorized tagged emotional advertising, happy, positive psychology, Sadvertising by Fritz BachenThere has been a new study released that shows that ads depicting positive emotion are no more effective than those depicting negative emotions (I could only find the release). That is. please question why you keep showing smiley, happy, cheesy Prozac propped housewives serving up dinner (or KFC) to the family of four in your [...]
Read more...Forensic Shopping: My Experience Getting Treatment for Erectile Dysfunction at Australian Medical Institute (AMI)
Posted Jun 17 in Work tagged AMI, Australian Medical Institute, emotional advertising by Fritz BachenYou may have heard of Australian Medical Institute (AMI), with the infamous ‘Longer lasting sex’ ads. They’ve also been the subject of a series of reports from Fairfax papers to do with their ‘patented’ technology, and disputes as to the effectiveness of their treatments. Intrigued, and with my manhood in tact under the guise of [...]
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Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
