The most recent work supporting paper-based marketing is a study performed by Canadian neuro-marketing firm TrueImpact. The study compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads).
The technologies used in this study were eye-tracking and high resolution EEG brain wave measurements, alongside conventional questionnaires.
The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation (persuasiveness), and attention (how long the subjects looked at the content).
It was found that direct mail was easier to process mentally and tested better for brand recall. According to the report:
Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail's memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).
A 2009 study conducted by Bangor University and branding agency, Millward Brown, used fMRI's to study the different effects of paper and digital media. It was found that physical material involves more emotional processing, which is important for memory and brand associations. It also found that physical materials produced more brain responses connected with internal feelings, suggesting greater "internalisation" of the ads.
These findings are supported by another study which also used fMRI brain scans to compare digital and paper. The most significant finding from this study was that paper advertising activated the ventral striatum area of the brain more than digital media. A previous study of successful ad campaigns found that the ventral striatum was an indicator of desire and valuation.
Each one of these studies suggest that printed media is better at communicating messages to an audience than digital media, therefore in terms of my own project on deforestation, a printed campaign should be focused on more in order to allow for more overall engagement with groups of people due to the large scale of the chosen issue. It also suggests that the brain produces more emotional responses to physical, printed media which could potentially help to produced such reactions amongst people which would make them want to help the cause more, for their emotional and moral well-being.
https://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#de45a1533c34
No comments:
Post a Comment