PBL 6: Creative messaging

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What are the tools to reach the unconscious minds?

Mind as an iceberg. Subconscious mind is fed the information and it absorbs like a sponge.


History of subliminal marketing

The history of its inception dates back to 1957 when message of “Drink Coca Cola” & “Eat popcorn” was superimposed on the movie in progress. The firm reported a dramatic increase in sales of both the items after this, though no written documentation was provided. While some newspapers of that time termed it as the NEXT BIG THING after invention of gun, others raised concerns over ethics of using such techniques to target unconscious part of the human brain. In some countries such as Canada and Australia there were trials and cases against use of subliminal advertising but since there was no scientific implication of such messages, thus the companies following such strategy, always had judgements in their favour.

There are three identifiable means of subliminal simulation for which strong behavioural effects have been claimed.

  • First involves very briefly visual stimuli presented fora very brief duration.
  • Second is the use of accelerated speech in low volume auditory messages.
  • Third is the embedded and hidden erotic imagery in print advertisements.

Examples of subliminal ads:



Source: http://www.mbaskool.com/business-articles/marketing/4876-subliminal-marketing-what-you-see-you-may-not-see.html

How do the five senses affect in our way of reacting to messages?

4 Ways retailers manipulate your sences — Infographic



Source: https://shoppernews.wordpress.com/2012/05/24/sensory-marketing/


Source: https://marketingbypaulaart18.wordpress.com/2015/12/31/sensory-marketing/

How to make a long lasting impact on the customer?

Starbucks example


Dunkin Donuts


How to create innovative ways of messaging?


What are the ways of subliminal messaging?



Generally, there are three types of subliminal messages:

1. Subvisual messages – visual cues that are flashed so quickly (generally a few milliseconds) that people don’t perceive them.

2. Subaudible messages – low volume audio cues that are inserted into a louder audio source, such as music.

3. Backmasking – an audio message that is recorded backwards, with the intention of playing it forward to disguise the reversed message.

People claim that subliminal messages have shown up in advertising, movies, and music. It’s a fascinating concept, no question. Unfortunately, most of the examples are purely coincidental. People will see meaning in anything if they’re looking hard enough.

Not to mention, a lot of the popular examples aren’t even “subliminal” at all. The cues are just supraliminal stimuli disguised within a visual.

Sourse: https://www.nickkolenda.com/subliminal-messages/

Issues in subliminal messaging

  • Techniques
  • Legality
  • Is It Ethical?

Sourse: http://yourbusiness.azcentral.com/subliminal-advertising-ethical-not-20979.html

Does subliminal advertising actually work?


Examples of innovative and creative messaging




What are the latest trends in marketing?

How has marketing trends evolved during the last years?

The difference between VR and AR

Virtual Reality (VR) is the use of computer technology to create a simulated environment. Unlike traditional user interfaces, VR places the user inside an experience. Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds.

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented(or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. … As a result, the technology functions by enhancing one’s current perception of reality.

Source: Wikipedia

Examples of VR, AR and other marketing trends


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