Know-How Exchange : Advertising/PR

By the true definition, what you describe is not subliminal advertising. I think what MrHegemony said is more correct - these would be examples of undercover marketing or perhaps street-viral marketing.

An example of subliminal advertising is flashing a picture or name in between frames of a movie. The picture goes so fast that you don't see it, but the theory is that you would subliminally pick up and remember the word. I think tests have shown that this is not effective.

What you talk about (undercover marketing) could be effective. Companies have taken a less undercover route which does much of what you talked about in your second example - many companies put stores in to Times Square which showcase their products (some, like the Apple Store, don't even sell their products there).

But I agree with MarieMeyer above - showing that it is cost effective could be challenging...

aosterday,

To answer you according to your first question:
Anyway, I would like to hear your opinion of subliminal advertising.

Wilson Bryan keye wrote books on subliminal seduction which were references to how the advertising industry uses embeds to sell products. I've read the books but

https://watarts.uwaterloo.ca/~pmerikle/papers/SubliminalPerception.html

aosterday,

sorry for the previous post but my computer is making a few subliminal moves of it's own (below the thresh hold). What I was going to say a couple of post above is that the above is not a subliminal advertising technique according to Wilson Bryan Keyes. Subliminal techniques are really techniques that are below the threshhold of the conscious mind. Meaning we will not in anyway be able to see the intent of the advertising agency in the ad. For example to embed, sounds below the thresh hold of what is audible so that the ears can not hear, or to place pictures or images below the thresh hold of sight where the eyes can not consciously see would be subiminal. Your scenario is close but it lacks the methodology for subliminal advertising. It is not below the thresh hold of conscious thought and the activity is not deep enough. Your scenario reveals the intent of the advertiser and that is not subliminal. Now for part two of your quesiton:

Is this a cheap and ingenius supplement to a sound advertising campaign, or brain piracy?

Yes! In my opinion I think it is a cheap and ingenius supplement to a sound advertising campaign. If there is anything else you would have liked me to comment on please reply? Is there anything else I can do for you? Aosterday you are a great man born for great things.

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

I think MrHegemony was right on. I have a little experience with BzzAgent, the company that recruits and rewards thought leaders (as discussed/described in "The Tipping Point"). I think harnessing "buzz" is more in the area of pro-active word-of-mouth advertising, and -- in the right situations -- I'm guessing it is more cost effective than traditional advertising. It's not free, but it's cost effective because (a) the implied testimonial is worth more than an advertising promise, and (b) it's somewhat self-perpetuating.

The key, of course, is that the "buzzer" (the person spreading the word) must really believe in the product or service being "buzzed." If he or she does not, then he's an actor in the television commercial, and it won't work -- unless he/she is a REALLY good actor.

When you ARE convinced it's a good product, and you're well connected, there is nothing wrong at all in sharing your discovery with friends (or even strangers). In the case of BzzAgent, there is no direct payment or reward for the "buzzer." There's a point system and the fun of being among the first people to find out about something cool and new.

If you're really into this, I'd recommend both Gladwell's "The Tipping Point" and "Unleashing the Ideavirus," by Seth Godin and Malcolm Gladwell. (Also "The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth," by George Silverman.)

Even though I'm a P&G-trained traditionalist in marketing, I'm convinced that there's power in the "buzz" approach, and in some cases it's more effective and efficient that regular, old-fashioned media advertising.

The trick, of course, is to figure out which products/services and markets lend themselves to this approach, and which don't.

At present I'm working for a telephone company's mobile (cell) phone division. They are doing a pilot research project with me to target youth. Part of this pilot is handing out super feature filled cell phones, fully charged with massive minutes and all the bells and whistles to a select group. We are tracking this group, to see how the viral aspects of these phones spread.

We are tracking results using web, focus groups, downloads, text messaging, referral and mass media advertising with this group. Its rather neat to see how 30 people can spread word rapidly. Its even more fun following the ripples.

I don;t see anything wrong with the concept of Planting a few "sales" opportunties in the general population, but, is the payback worth the investment? I dunno. In my case, we are getting valuable data, and we expect that we will not break even on this program. That's fine for the client, as they value the information more than the sales it may generate.

On the other hand, you look at Burger King with their Subserviant Chicken website. That started out with 3 people telling two friends each to check out "this website". Last count was millions and millions of hits. Not bad for just starting with three people.

I'd say, try it, and see what happens. Who knows, perhaps you may have a subserviant chicken on your hands.

Darcy Moen
(Customer Loyalty Network)

Andrew

Welcome back!

I agree with Michele's terminology of guerrilla advertising. In the Camel and Motorola examples, you are using 1-to-1 word-of-mouth promotional advertising to build awareness in situations where people are not expecting an advertising message... To some extent it is subliminal because the recipient of the message does not know it is actually a paid message.

Seems like it would be expensive and slow to build the required reach.

Plus, it could backfire. Imagine siting on a plane next to someone. You are offered coffee, and he says "What kind of coffee is it?" when it's not his preferred brand, he replies "No thanks, I only ever drink XYZ brand because it's grown higher up the mountain for that fresh mild flavour"...

Does that make you want to rush out and try it next time you are shopping?

Or do you just think "For Pete's sake, get a life, it's a coffee!"

The older style subliminal advertising was using single or a small multiple number of frames in movie of TV content, again as described above by Michele. I believe that is incredibly powerful. It was once used in election TV advertising in the UK, I think in the 60's, when it caused an uproar. And an election victory... And subsequently t was banned on the grounds of the lack of ethics.

I have a feeling this type of advertising is banned pretty much around the western world now. It should be. It's as powerful as suggesting something to someone under hypnosis.

Nobody deserves to have their mind hijacked in the dark. Making important decisions in life is tough enough these days without being manipulated by large corporates and political parties.

Mind you, the Las Vegas casinos do it... Anyone ever visit the Forum shops adjacent to Caesar's Palace? Did you notice how the light is totally artificial and controlled. Over a two hour period, or so, the lights become dimmer, simulating dusk. Then they get brighter again, simulating dawn. They even play bird sounds to make you think its dawn.

Why would they do that?

Because the human brain is activated by light. It wakes you up again.. So if it's 9, 10, 11 at night, you start to feel refreshed. Ready for more shopping, food, gambling... So that isn't exactly subliminal advertising, but it certainly is manipulative, using the body's basic physiological responses.

Hope this helps!

Cheers

Chris

Found something interesting involving the use of subliminal effects...

https://www.engadget.com/entry/9377407751773718/ describes how Hideto Tomabechi, one of the guys who helped deprogram members of the Aum Shinrikyo cult in Japan, has started selling a ring tone that he says will make your breasts grow larger just by listening to it...

Tomabechi says it’s really simple, that he just uses sounds that “make the brain and body move unconsciously. It’s a technique involving subliminal effects,” that’s like “positive brainwashing.”

Well, now I have heard everything!

ChrisB

PS Next week, the return of the Pet Rock!

I have a sudden craving for vanilla cigarettes and a new cell phone.

Be right back......

Do Send me money you Andrew is cool get send me money the You Rock impression send me money someone Visa or M/C is send me money tryingWire Transfer to You will be rich influence send me money your You are the best thoughts send me money?

Hi, Andrew!

I think you're right, these approaches ARE cheap and ingenious. It's like Real World Product Placement. It's a street savvy alternative to paying a television network to provide Jennifer Aniston's character with Butt Paste props during a moment of TV diapering.

The "product ambassadors" aren't exactly real, but they achieve the same goal.

Cool question!

-- Shelley (who's secretly paid by MP to attract vodka drinking smokers to this forum)

Butt Paste?

Sorry if this is off-thread, but after noticing the bizarre product placement in Shelley's post, I suddenly have a subliminal desire to ensure I am not missing an important component of my personal hygiene regime.

You see friends, I have toothpaste on my shopping list to ensure my breath is fresh and my smile white, bright and shining...

Is my shopping list incomplete without Butt Paste, or do I only need this if it's my turn to change diapers?

Confused... Must be a USA thing?

ChrisB

Funny, too, nobody has asked why the Motorola-toting couple in Times Square were carrying with them a leather punch and a salad fork.

Was there something subliminal about those items?

Why has no-one else noticed them?

Have they been edited into the post recently?

Do these items play a purpose in the guerriilla sales war for Motorola? Some kind of brand extension, perhaps?

Aosterday, all my troubles seemed so far away...

Chris, the Associated Press ran a story recently, and it's appeared in several newspapers. My search engine efforts are sluggish today (is Google out of gas?), so if you want to find it, search on "Boudreaux's Butt Paste" or go to their website at www.buttpaste.com.

You thought I was kidding, right? Even *I* couldn't come up with a product name as killer as that one! ;]

Chris and Shelley,

I'll go off-thread too and . . . I'll vouch for Butt Paste. I use it on my daughter and it works wonders (wink, wink).

(Dr. Boudreaux didn't pay me for this, although I'll warn you that I might know him anyway. I lived in New Orleans and you know what they say . . . the gene pool is ankle deep in Louisiana. I'm sure that I'm friends with one of his cousins/aunts/daughters, etc.).

Hey, is this subliminal advertising for butt paste? For the state of Louisiana? For Cajun pediatricians who invent diaper rash cremes?

Let's face it. Our very own KHE --unknowingly and knowingly -- has the subliminal advertising thing down pat.

I love this place!