ALL POSTS TAGGED Rational advertising
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...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.
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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.
