ะŸะพัั‚ั‹ ั ั‚ัะณะพะผ: activation tool

Marketing Innovation: The Activation Tool in Advertising

Published date: December 3, 2012 ะฒ 3:00 am

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Category: Uncategorized

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Through a sea of clutter in the world of advertising, how do you get your message across?  One technique is to actively engage the viewer.  The Activation Tool invites the prospect to make an immediate action during the encounter with the ad, either in a physical way or mental way.  It is particularly useful when you want to: 1. make the target audience aware of a problem, or 2. make the target audience aware of the solution.  Consider this print example from the advertising agency Saatchi:


When recipients of this postcard place a hand over the image, their body heat changes the image to reveal a helpless animal covered in oil.

The tool is one of eight patterns embedded in most innovative commercials.  Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, โ€œCracking the Ad Code,โ€ and provide a step-by-step approach to using them.  The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort

Here is another example of the Activation Tool.  Students in my Innovation Tools course at the University of CIncinnati learn how to use these tools.  Students must develop an advertisement that conveys the value proposition of a product or service. This example conveys new features of a suitcase. Shown here is a mock-up of a print ad created by my students.  It requires the viewer to pull the luggage handle only to reveal the text inside.  Very clever.

Bag1
Bag2
 
 

Marketing Innovation: The Activation Tool Using Smartphones

Published date: September 12, 2011 ะฒ 3:00 am

Written by:

Category: Uncategorized

Tags: ,,,

The Activation Tool is one of the most effective but underused tools in advertising.  Commercials based on this tool work well because they make your marketing message stand out in the sea of advertising. They engage the viewer to participate, either mentally or physically.  Instead of just reading, watching, or listening to the message, the viewer is required to take an active part.  This causes a dynamic sensory experience so memorable that the viewer is more likely to remember the commercials main message.

The tool is one of eight patterns embedded in most innovative commercials.  Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, โ€œCracking the Ad Code,โ€ and provide a step-by-step approach to using them.  The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort

The Activation Tool is particularly effective when you want to 1. make the target audience aware of a problem, or 2. make the target audience aware of the benefit or solution that your product delivers.  The key is to get the viewer highly involved.  With smart phone technology, advertisers have a whole new medium to do that.  Here is an example:

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