The Science Behind CRĀV

CRĀV ads work better - but why? By studying the work of recognized ad scientist Erik du Plessis, we learn that CRĀV ads work better due to several physiological reasons:

1. CRĀV ads provide advertising stimuli that triggers both the amygdala (emotion center that quickly scans incoming data and sets up a warning to the body whether to give the perception attention or not) and neo-cortex (the ultimate interpretation of stimulus). The amygdala is triggered by the advance "warning" that the memorization of the advertisement and competitive successful "immersion" may result in the rewarding of a substantial prize to the viewer - this urgency creates an adrenaline surge. The neo-cortex is then readied to more fully absorb the information, further enhancing the immersion process.
2. CRĀV builds on the "memory effect" - CRĀV ads suggest and then require that viewers make the conscious decision to store the advertisement into memory prior to its display.
3. Once readied for immersion, CRĀV provides the brain with an extended period of neuron stimulation. In the instance of CRĀV, the extended period ("effective length") includes the immersive audio and video content, combined with the subsequent "Branded" query about the ad, during which time the Brand and Advertisement are being first intentionally stored into memory, and then recalled and reviewed from within the mind (neuron stimulation).
4. During the effective time of the immersion and the follow-up questions, CRĀV provides a multi-media effect, which causes the synapses to become re-sensitized. CRĀV builds on the primary media imagery stored in the mind, by providing "print" formatted advertising (i.e. a question about the prior ad embedded in the program), which appears after immersion by the viewer of the ad content. The query and the action of entering the query response through a "branded" phone call, text message, or "branded" Internet web site, creates a multi-media experience.
5. CRĀV ads provide persuasive content, that will be enhanced via the recall and recognition caused by the CRĀV methodology, and conscious immersion into the advertising.
6. CRĀV ads provide visually stimulating, entertaining and meaningful content to further make the advertising experience more likeable, and therefore more successful. To quote duPlessis, "?successful campaigns have three general characteristics: (a) They are likable and offer a reward for watching because they are entertaining and amusing. (b) They are visual rather than verbal. (c) They say something important and meaningful about the brand being advertised?"

Courtesy of Erik du Plessis, THE ADVERTISED MIND, COMMISSIONED TELMAR AWARDS PAPER, New York City, © April 1998