gwendolyn faith is not a crayon.

Hello, I’m Gwen.

I work in advertising. I play in the kitchen.

I’m part tweenager. (Look at my iTunes playlist.)

I’m part Grandma. (Look at my oversize cardi collection.)

I’m part Romy or Michelle. (Look at the height of my hair.)

As a Christian, I'm learning how to glorify God in the everyday. To live into the status quo, like Jesus' own Manchurian candidate, and seep grace through its cracks.

I wish my life were a musical, but other than that, I’m pretty content.

(No surprise I also like to Yelp.)

The Casual Vacancy
The Explicit Gospel
Gone Girl
The Chaperone
Cutting for Stone

Gwen Daniels's favorite books »

Posts tagged "advertising"

Read on! The promo Chaitanya mentions after the jump is especially brilliant.


Influencing Human Behavior.

At a fundamental level, that’s what Marketing is all about. Think of any marketing activity  - right from the branding that you see, the product/packaging/experience (UI) design, the TV commercials, print ads, digital ads, promotions/offers - everything is essentially an effort to change our behavior in a very specific way. Given this, marketing is intricately connected to a number of other ‘behavioral disciplines’ like Behavioral Economics, Psychology, Anthropology, Neuroscience, Praxeology, Cognitive Science etc, and each year a number of research papers are published based on the intersection of one or more of these disciplines with marketing.

One such seminal research paper was recently published by Dr. BJ Fogg, (Stanford University), titled: A Behavior Model for Persuasive Design. Here he posits a simple model by name FBM (Fogg Behavior Model) that delineates 3 factors affecting human behavior: Motivation, Ability and Presence of Triggers.


(Image source: Paper by Dr. BJ Fogg)

In summary, it says, for any behavior ‘change’ (B) to occur, it needs to get the user to an activation threshold, which is a factor of:

  • Motivation: (M) Is the person high or low on motivation to perform the target behavior?
  • Ability: (A) Does the person have the requisite ability to perform the behavior (is it simple enough to be performed)?
  • Triggers: (T) Does it have the necessary triggers to instigate the target behavior?

While motivation and ability can ‘trade off’ (People with low motivation may perform a behavior if the behavior is simple enough (meaning, high on ability), and inversely, people who find a behavior being not so simple (meaning, low on ability) may perform it if they  have sufficiently high levels of motivation), triggers can happen only when they are ‘timed’ - i.e. they need to be triggered right at the moment when we have the requisite levels of motivation and ability to perform a behavior. Hence it could be instructive to qualitatively think of this relationship as: 

B = m.a.t (at the same moment)

(Image source: BehaviorModel.Org)

While he champions this model as a framework to guide persuasive design of web services, online interaction design etc I believe that it is equally if not more applicable to more traditional instances of product marketing / brick and mortar retailing etc.

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From Love to Bingo Getty Images AlmapBBDO (by AlmapBBDO)


Correct your age


Siemens: The quietest vacuum cleaner in its class

(via jaymug)

Would be especially effective if the out-of-home display hits women when they’re already thinking about their next manicure—perhaps at a health spa or a country club with a salon inside?

Would be especially effective if the out-of-home display hits women when they’re already thinking about their next manicure—perhaps at a health spa or a country club with a salon inside?


I was reading this great book, and I found out something which may be useful for economists: that moment when you make a decision among close alternatives, is purely emotional. This is what the book has to say:

It’s purely emotional, the moment you pick. People with brain damage to their emotional centers who have been rendered into Spock-like beings of pure logic find it impossible to decide things as simple as which brand of cereal to buy. They stand transfixed in the aisle, contemplating every element of their potential decision—the calories, the shapes, the net weight—everything. They can’t pick because they have no emotional connection to anything.

This is why companies are now starting to limit the variety in their product lines (the consummate example being Apple, of course), because it makes it easier to make an emotional connection and create post-hoc rationalizations about your choice. It may seem a little manipulative but this decision-making heuristic makes our lives easier; one just has to realize their cognitive biases.

It’s quite in line with the bounded rationality of behavioral economics; that people make choices rationally but only up to the extent of what they know and how they think. If this interests you, Predictably Irrational and other books by Ariely are great reads.

I read Predictably Irrational a few years ago, but three years into my advertising coursework, the book would be worth another read through a more critical eye!

Research on the so-called Zero Moment of Truth—the moment when a shopper goes online to research a product and decides whether to make a purchase—suggests consumers often make purchase decisions in-store, as they read peer-to-peer reviews on their smartphones. I wonder if emotional consumer reviews are more persuasive than more matter-of-fact or features-driven reviews. How do reviews, which so many shoppers rely on, facilitate an emotional connection, anyway, if they can at all?

Developing a communications plan for a class project with Billiards on Broadway, a local three-in-one restaurant, bar and pool hall.


Can’t deal with how awesome this is. What a cool way to integrate retail with pop culture.


Ssense, a luxury retail company based out of Montreal, has recently introduced what they’re billing as the “world’s first interactive shoppable music video.” And yup, it’s pretty much exactly what it sounds like. I Think She Ready features Diplo, FKi, and Iggy Azalea all decked out and styled in brands and items carried by the site, while WireWax technology, which enables users to tag videos in essentially the same way they would a Facebook post, makes the “interactive shoppable” part possible.

Find out how it works->

(via hashtagwhatif)


In the past year or so, we’ve been witnessing the convergence of several trends – a shift in online behavior, where users of social media tend to be gravitating toward micro-social networks and smaller, more socially curated sites; the rise of micro-lending, micro-giving, and localism; the growth and innovation occurring in qualitative market research; the higher levels of participation and quality in smaller-scale forms of research; the pruning of “friends” in social networks and tightening of privacy controls, and other phenomena. While disparate in their form, they are all manifestations of a few basic principles:

    • People want to feel that they are having an impact.
    • People want smaller, more intimate, more meaningful social circles.
    • People want brand relationships with a human face.
    • Companies need to better understand their customers, in a human and not purely data-driven way.
    • Privacy is starting to matter again.

It was about persuasion, but now it is about conversation—and it makes sense, of course. No one wants to just be talked at.

Don’t forget the miniaturizing of other things as well, like desserts and packaging :D ~ cake pop, anyone?



Baudville Survey Card

I ordered certificates from this company and look at the little gem that came in the box. Very clever, luv it!

(via stepa)