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neilperkin

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Receptivity

There was an article in Ad Age recently that got me thinking about where next for the whole media engagement debate. Apparently, 'It's About Receptivity'.The idea that what really gets an audience involved in an ad is how receptive they are to it at a given point in time.

Strikes me this is a lot more tangible than the rather nebulous concept of 'engagement'. Its also has a lot more to do with media than creative since the right media and the right editorial environment are critical to delivering it.

Don Gloeckler, Procter & Gamble’s North American Manager of Media Research is quoted as saying that his company were looking closely at ad receptivity. They have, he said, been working hard to find what they call ‘moments of me’ where its customers are highly reachable. I rather liked this idea (and the phrase) but it's not so new. I spoke at a recent conference and saw a talk from Tamara at SPF 15 who works with clients on precisely this concept. They call it 'Mindset Marketing'.

My real question is that whilst it’s true that any media might deliver that 'moment of me', there are some which are naturally good at receptivity (okay, I'm thinking magazines here) so are planners adjusting their thinking about channel weights as a result? Hmmm…

2 responses to “Receptivity”

  1. peter hobday Avatar
    peter hobday

    Engagement, receptivity and appeal.
    Interesting! I am not a magazine designer, but I understand the aim of the editor and publisher, of course, is to make the front cover pic as appealing as possible, with, I suppose, the cover lines catching the moment (receptivity). That engages the reader, who opens the cover to see the contents page which increases engagement by expanding on the cover lines. The contents lead the reader to the article headline, the headline to the opening paragraph and into the article. And the design supports and enhances the above.
    Dunno. Is that about it?

    Reply
  2. peter hobday Avatar
    peter hobday

    Engagement, receptivity and appeal.
    Interesting! I am not a magazine designer, but I understand the aim of the editor and publisher, of course, is to make the front cover pic as appealing as possible, with, I suppose, the cover lines catching the moment (receptivity). That engages the reader, who opens the cover to see the contents page which increases engagement by expanding on the cover lines. The contents lead the reader to the article headline, the headline to the opening paragraph and into the article. And the design supports and enhances the above.
    Dunno. Is that about it?

    Reply

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