1. Traditional models of how advertising works like AIDA assumed consumers passively progress through stages of awareness, interest, and desire before taking action, but modern research shows the mind doesn't work this way. 2. Advertising is actually processed at low attention levels, with brand information absorbed unconsciously, while emotional decisions about brands are made quickly. 3. Effective TV advertising builds strong brands by creating emotive ads that are liked, trusted, and processed with little conscious attention, unconsciously shaping brand values and relationships. Informative ads may generate direct response but emotive ads perform better overall.

1. HOW ADVERTISING SELLS Tim Broadbent Global Effectiveness Director, Ogilvy & Mather Beijing

2. A brief history of advertising

5. Albert Lasker

8. Ray Rubicam

10. Bill Bernbach

12. David Ogilvy

15. Advertising does work – but how?

16. What leads to the brand decision? Advert Decision ?

17. How advertising works: the old model First advertising creates which leads to then to and finally to purchase A wareness I nterest D esire A ction AIDA, origin of all `purchase funnels`

21. Ad awareness necessary first step Advert Decision Awareness of the sales message Active consideration of product benefits

33. We decide emotionally first

34. Product preference tested `blind` Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference

35. Branded product preference Prefer Brand A Prefer Brand B No preference Brand A Brand B No preference

36. Neural scans during blind/branded tests

37. Emotional processing is very fast

45. The best psychological model Advert Decision Sub and semi-conscious thinking Attentive, conscious thinking: Overt attitude, counter argument Inattentive thinking: Covert brand-linked attitude change Source : Heath, Robert: Exploiting the Hidden Power of Emotive Advertising , Ogilvy Changchun Seminar, Jan `08

50. Give the facts for direct response

51. But emotive ads build stronger brands Source : Binet, Les and Field, Peter: Marketing in the Era of Accountability , 2007

52. And outperform on all other metrics % of highly successful campaigns Source : Binet, Les and Field, Peter: Marketing in the Era of Accountability , 2007

53. THANK YOU