How advertising really sticks
98 percent of all advertising messages do not make it into the recipient's consciousness. They remain without effect. However, an analysis of DSM (Dialog Structure Measurement) formal quality* can help to increase the impact potential of advertising media. The dialog marketing expert Guido Wietlisbach* has developed a current rating For example, a clip commissioned by PostFinance scored best in the "Online spot" category according to DSM formal quality criteria:https://www.youtube.com/watch?v=Lb4Gn1HmD8YDas The best advertising medium in the "Advertisements" category was launched on behalf of Jaguar-Landrover Switzerland; campaigns by Skoda, Swiss Post and amag also received awards. According to Guido Wietlisbach, general conclusions can also be drawn from the analysis of the respective DSM formal quality:- All award-winning advertising media implementations are based on original creative ideas developed in Switzerland. It seems that this leads to more careful fine-tuning in the implementation - and thus to potentially more effective advertising media - than is the case with pure adaptation work.- There tends to be even greater potential in transferring a successful implementation in traditional media to digital applications - although individual exceptions prove the rules.- Basically, the total DSM values achieved show that, on average, there is still too little focus on formal quality when assessing advertising media.*On DSM formal quality: The DSM formal quality analysis uses over 250 individual parameters to systematically measure the correlation between scientific findings on unconscious information processing in the human brain and the formal quality of advertising media. It thus shows in which areas of implementation there is still potential for visual and verbal impact which, if properly improved, will increase the effect of an advertising medium. The creative idea on which the implementation is based is not assessed or changed. *Guido Wietlisbach is a proven expert in dialog marketing. For more than three decades, he has been working on achieving economically relevant effects through marketing communication. You can find further information on his Website.
