Improve Ad Effectiveness Through Psychological Triggers

ARF Annual Conference 2017

Determining consumer attitudes & behaviors to inform creative is a tight rope walk to say the least. The current absence of a creative variable is blocking brand advertisers, agencies and media from seeing a great uplift in ROI and causing chaos when attributing ROI to creative. The key to resolving the issue is getting the right psychological triggers into your ads, and placing it in resonant media.

During this session at the 2017 ARF Annual Conference, Pat Pellegrini & Bill Harvey discussed how Simmons has developed new methods linking nearly 1,700 psychographics to determine the ones that drive purchase of each brand, and explain brand sales trends. They also explained how to leverage the appropriate data to inform ad strategy, execution, and media placement to unlock that large uplift, and presence of a creative variable for your ROI.


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