advertising | Neuromarketing

NeuromarketingWhere Brain Science and Marketing Meet

We Don’t Need No Stinkin’ Marketing

The comments on “Revealed: How Steve Jobs Turns Customers into Fanatics” show that many Apple fans don’t believe marketing has played a role in Apple’s success. Other consumers also think they aren’t influenced by ads. When a business owner or key executive doesn’t believe in marketing, though, it’s a different story.

The Buying Brain by A. K. Pradeep

Review: The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep The world of neuromarketing seems to be shrouded in mystery. There are no university studies that conclusively demonstrate that one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to [...]

Your Brain on Stories

“They laughed when I sat down at the piano…” “On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students…”

Start Me Up: Brilliant Billboard

Billboards can be an effective medium, but tend to be very low in viewer engagement. Most outdoor advertising is designed to be viewed in a second or less as motorists whiz by. Here’s an example of how one advertiser turned that idea upside-down to create a fully interactive billboard:

Differentiate or Die

Book Review: Differentiate or Die by Jack Trout (Second Edition) If someone asked you what set your product or brand apart from the competition, would you answer “quality” or “customer orientation?” If your answer is “yes,” you might be in for a rude awakeing…

Emotional Ads Work Best

The idea that ads that engage us emotionally work better than those that don’t might provoke a, “Well, duhhh!” reaction from Neuromarketing readers. Surprisingly, though, I still encounter business executives who don’t believe they are swayed by emotional factors when buying things, and often doubt that others are either. So, for those uber-rational decision-makers, here’s [...]

Why Advertising is Like Chocolate

One of the fears raised by critics of neuromarketing is that by observing the brains of subjects reacting to ads, marketers will be able to make those ads much more manipulative than those developed using conventional approaches. I don’t believe this will happen (as much as some marketers would like it to), and the answer [...]

Why the Absolut Campaign Switch Worked

Last year, Absolut abandoned its classic “bottle” ad campaign. That long-running series of ads featured the shape of an Absolut bottle cleverly concealed in an illustration, and was largely responsible for establishing Absolut vodka as one of the most popular and well-recognized brands in the spirits field. I was surprised by the change, but even [...]

Florida Researchers Probe Emotions and Ads

Researchers at the University of Florida have published the results of their first advertising study using fMRI, a project intended to try to relate brain scan data to specific emotions being experienced by the subjects while viewing ads. Jon Morris, a professor of advertising and communications at Florida, was critical of past fMRI studies, noting, [...]

Complete Neuro-Ranking of 2008 Super Bowl Ads

Yesterday, I commented on Advertising Age’s 2008 Super Bowl ad coverage that included neuromarketing firm Sands Research and their EEG-based ad analysis (see Your Brain on Super Bowl Ads.) Sands has actually published a ranking of every single 2008 Super Bowl commercial based on the cumulative level of brain activation by each ad as measured [...]

« Older Entries

We Don’t Need No Stinkin’ Marketing

The Buying Brain by A. K. Pradeep

Your Brain on Stories

Start Me Up: Brilliant Billboard

Differentiate or Die

Emotional Ads Work Best

Why Advertising is Like Chocolate

Why the Absolut Campaign Switch Worked

Florida Researchers Probe Emotions and Ads

Complete Neuro-Ranking of 2008 Super Bowl Ads

Subscribe & Connect!

Neuromarketing Books

Roger’s “Brainy Marketing” at Forbes

Recent Posts