The stickiness factor is the ability to make critical adjustments
on how ideas are presented so that it is memorable.In other words, a clear concise saying is more memorable for sharing with others.Like Paul Revere’s “The British are coming!”
2.What makes something sticky?
A saying or an idea that sticks with you as in
“Where’s the beef?”or “Winston tastes good like a cigarette
should”.
3.What is direct marketing?What makes for a successful campaign?
Direct marketing is when a company directly mails a coupon to a reader and expects the reader to mail back the coupon with money for the product.A successful campaign is when the reader responds or endorses the product.
4.What is the “gold box” that Lester Wunderman used so
effectively?
It was a treasure hunt to find the gold box in the corner of the
order coupon in a TV Guide magazine.If the person found the
coupon with the gold box then they could redeem it for a free
record.
5.What changes did she and her team make in order for the show to
work?
They engineered it carefully and were deliberate in who they
were having watch and why.They felt that if they could hold
the attention of children then they could educate them.
6.Compare and contrast Sesame Street and Blue’s Clues.
Sesame Street was created on the premise that if you could capture the attention of children then they could be educated.
The author of the show wanted to improve the level of literacy
of children in disadvantaged homes. It was originally created for parent sitting alongside a child.Sesame Street had many short fantasy/reality bright learning episodes with every show.Blues Clues came along and built their show around the idea that repetition of episodes was beneficial rather than having new episodes on each show.
7.What is the Distracter?
Ed Palmer, head of research for Sesame Street at one time used an innovation called the Distracter to evaluate whether the children were viewing and showing academic progress by watching children’s TV.He would play an episode of Sesame Street alongside a slide show that changed slides every 71/2 seconds.He could tell by eye movements if they were in fact watching Sesame Street or not.They made changes in the show which included simplifying dialogue, visual blending of the sounds, and breakable words as a result.
8.What is the James Earl Jones Effect?
Sesame Street producers found out by accident why children liked repetition so much.James Earl Jones was featured reciting the alphabet on their show.The manner in which he did it was he left pauses between letters.He would shout out the letter name and the children would imitate him.Then it got so that the children would anticipate the letter during the pause.So the children learned the letter name, then associated it with the shape, and eventually sequenced the alphabet letters. The children were learning through repetition.
