A recent study undertaken by Millward&Brown on behalf of the UK's Royal Mail wanted to understand if there were any differences in the communication effectiveness of physical (Print, Direct Mail etc) and virtual media (web, digital etc). The results were surprising...
As the report says...there was particular interest in understanding the emotional processing evoked by the different forms of media...
'The research strongly suggests that greater emotional processing is facilitated by the physical material than the virtual'
It appears that physical material is more 'real' to the brain, it has a meaning and a place and becomes better connected to memory...
It is a fascinating study and one that should be considered by all media/creative agencies. Remember, advertising isn't just about 'reach' but also 'emotional connection'.
For the full Millard Brown case study go here Millward&Brown
No comments:
Post a Comment