Many strategies exist within the traditional advertising model that range from simple direct response advertisements to :30 episodes of an extended storyline. But they all have something in common whether they were produced with famous actors and directors or some local production company or tv station. All the effective ones do anyway.
And when I say effective, I don't mean ads that win national CLIOs or ADDYs that benefit a graphic designer's book more than it does the client. When I say effective I mean that the ads made the register ring for our clients.
The best indication of a successful ad campaign is an increase in sales or market share, not an award displayed in the lobby of the advertising agency that created the spot.
I see myself beginning to digress...so to get back on track...what do successful advertising campaigns have to do with Accelerated Learning...besides everything I mean?
A successcul advertisement does four things. First, it interrupts the viewer--creating an attention level that did not previously exist. Second, it engages the audience, providing the reason that it was worth the shift in attention. Third, it educates the audience--who, what, where is the product or service and why it is unique in relation to it's competitors. Finally it provides some type of call to action. A low-risk offer perhaps, or a limited time availablity.
In AL, there are also four factors that impact success. First, is Somatic Learning where we learn by doing. In advertising circles, we call these kinesthetic learners. They are people who learn by feeling, touching and physically experience. The second is Auditory Learners; these are individuals who best learn through talking, dialogue and hearing. In our television advertising sales model, we stress that by one study indicates that 35% of people are auditory learners.
The third is Visual Learners; clearly these individuals learn with their eyes, They are visual people who best learn by seeing and observing. Ands of course Auditory and Visual are the senses of television. So in our sales model, we stress that people learn about products best through television because it engages the two primary portals for learning.
Finally there are the Intellectuals. These are the individuals who learn best through reflection and problem-solviing. It is to these individuals that a low-risk or a call to action may actually be most effective. Invite the consumer to experience the product for examle.
I don't think the thirty-second commercial is dead as we know it (as I referred to in an earlier post). In fact if we can manage to integrate the four facets that define success for a successful commercial with the four facets that make up AL, the thirty-second commercial can indeed live on as the most efficient way of reaching large demographic groups at one time as has long been one of the greatest benefits of broadcast televsion advertising.
I think this video, which focuses on AL is actually just an advertisement in disguise. Watch it, and see if you can find the four facets of a good commercial. Does it also have all four facets of AL?
You know, I'm just sayin'.
*Please note that the information above regarding Accelerated Learning can be found on pages 42-44 of The Accelerated Learning Handbook by Dave Meier, published by McGraw Hill in 2000.
Virgina,
ReplyDeleteI really like how you connect sucessful marketing campaign with accelerated learning.
Its important to understand your viewers/ audience, timing, competition and product itself to run a successful marketing campaign. Its exaclty similar in accelerated learning too that you need to understand your audience, timing, distraction ( noise that might interrupt learning process) and subject matter itself. I think these four factor are related to marketing and AL Learning.