I am going to try and remove my head from my own arse with this posting … but it is a difficult one to do it with. Why? Well some people think that emotion and rational thought are separate – well it is not true. Emotion surrounds rational thought and is thus rather important when advertising.
Emotion is key to advertising because … emotion creates attention – AIDA as a model does not work. The emotional connection is needed to create the attention in the first place. Without it you will not generate any response.
So why do we pay so little attention to emotion when planning? I have a few answers but I feel there are more.
Firstly, it is not something that has ever really been part of our mental models and we don’t change mental models unless there is a problem. I think there is a problem with the quality of planning in the industry but I am not sure that is the opinion of clients or agency heads.
Secondly, it is really difficult. As with most things in life the best way is not the easiest way. We are all busy, stressed, tired and maybe a little bit hung over. BUT we are paid to think – so think.
Finally, the lack of integration across and accounts - creative and media are still planned and delivered in vacuums. It is only by working together we achieve the best results – it is the clients and Account Directors who need to push this. Make it happen.
Wow, I am amazed that I have done a whole post without mentioning a book or research paper. There are plenty that go behind my thinking – if you want to know what they are email me and I will send a list (see trying to mot be up my own arse).
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