Adam Ferrier - The Advertising Effect: How to Change Behaviour

DEDICATIONS

Dearest Anna and Asterix. I dedicate this book to the A familyyou mean everything to me.

Although I doubt any of you will read this, this book is also dedicated to all the 14-year-old boys in the world. Just trust me when I say life has a way of working out. We shun the different when we are young, but as we get older its the different ones who give us hope.

Finally, this book is dedicated to a series of brilliant bosses and professional partners Ive learned from during my career: Catriona McComish and Steve Feelgood from the Department of Corrective Services; Anita Batho from Added Value; Jim OMahony from Saatchi & Saatchi; Sean Cummins from cummins&partners; and, of course, the mercurial, beautiful and scatological Jon Wilkins, with Mat Baxter and Mike Wilson from Naked Communications.

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Adam Ferrier 2014

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First published 2014

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CONTENTS

ABOUT THE AUTHORS

Adam Ferrier is chief strategy officer and co-owner of independent advertising agency cummins&partners. Prior to this Adam founded (and later sold) Naked Communications, one of Australias most influential agencies. Hes also a registered psychologist and one of Australias most respected and successful advertisers. Adam has been the driving force behind some of Australias most successful advertising campaigns, and winner of many of the worlds top advertising awards. Adam is married to Anna, and has an amazing son called Asterix.

Jennifer Fleming is best-selling author of several books including Spotless: Room-by-room Solutions for Domestic Disasters, Spotless 2, Spotless AZ, Speedcleaning , How to be Comfy , Save: Your Money, Your Time, Your Planet (all with Shannon Lush) and The Feel Good Body (with Anna-Louise Bouvier). Shes also a senior producer and presenter at ABC Radio.

HOW TO USE THIS BOOK

To my knowledge, this is the first book on influence and behaviour change that draws so heavily on firsthand experiences of real-world advertising ideas. I am an advertising practitioner, not a researcher or academic. However, I and my co-author Jen have taken the approach of talking through how advertisers use advertising to change behaviour, and then dissecting the psychological principles behind each technique (of which there are 10).

This book is written on the assumption that all advertising is about changing peoples behaviour. The more effectively and efficiently brands can change consumer behaviour, the better the advertising is.

There are two key stages of behaviour change.

1. Define the behaviour to change.
2. Set about changing it.

This book first discusses how to define and then understand the dynamics of behaviour change, before looking at how to change behaviour using a variety of action spursmotivational action spurs and ease action spurs. I dont believe there is just one way to change behaviour, and the action spurs act as a toolkit for creating behaviour change. As Im assured this is the done thing for books such as this, here is a chapter-by-chapter overview.

WHICH BEHAVIOUR TO CHANGE?

MOTIVATION ACTION SPURS