Sometimes the best thing for a brand is an enemy: a rival brand that can be the focus of advertising. The other day, Mark Gallagher and Laura Savard at the BlackCoffee blog put the advantage of focusing on a rival succinctly: […]
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Conference-goers know that at any given meeting, they will be subjected to a range of presentations – some interesting, others, well, not so interesting. Conference organizers don’t like to offer a podium to inept or boring presenters, of course – bad performances will drive away the paying customers. The approach conference organizers usually employ is to poll the audience about each presentation, asking about the content, the quality of the presentation, and so on. This is done after the fact, but at least low-scoring presenters can be crossed off the list for the next conference. Of course, this constant polling (often by paper questionnaires) is tedious and annoying for the conference attendees.
In a departure from old-fashioned paper, the Association of National Advertisers and Innerscope Research conducted an experiment at their recent Creativity Conference. Some audience members were wired up to capture biometric readings – changes in heart rate, breathing, skin sweat, and motion. These measures were captured from a lightweight band around the wearer’s lower rib cage, so the monitored individuals didn’t stand out in the crowd and likely forgot they were being monitored. […]
It’s not common for mainstream media to analyze ads from a neuromarketing standpoint, but Adam Hanft at Salon does just that for the fascinating “Chinese professor” ad. Sponsored by a group called Citizens Against Government Waste, the ad illustrates one possible result of over-spending by government in an environment where deficits are financed by borrowing from foreign nations. Hanft terms the ad a “cinematic wake-up blast from the future.” […]
Every year or so, some fuzzy-thinking critic reads an article about neuromarketing, becomes extremely agitated, and tries to raise the alarm about marketers turning consumers into mind-controlled zombies. The latest push of the neuro-panic button began with an article on a site called Truthout (fresh out of truth, perhaps?). Truthout seems to be a sort of conspiracy theory haven that seeks to use “the ever-expanding power of the Internet… to spread reliable information, peaceful thought and progressive ideas throughout the world.” Here’s their take on neuromarketing: […]
Based on the title and cover art, which shows a head stuffed with objects, I anticipated that You Are What You Choose would be chock full of decision-making insights based on neuroscience and behavioral research. Instead, de Marchi and Hamilton mostly talk about their TRAITS system for categorizing individuals and then predicting subsequent behavior.
There’s little doubt that some macro political factors were decisive in driving Barack Obama’s presidential victory over John McCain. Notably, just as the divisive Iraq war seemed to have turned the corner and started to work to McCain’s advantage instead of Obama’s, the economic crisis gave Obama a whole new issue to blame on the Bush administration and, by inference, on McCain. And there’s little doubt that Obama’s run as a black candidate brought huge numbers of voters to the polls who might not otherwise have participated (no, I don’t mean the deceased or fictitious ones!). Could McCain have overcome this double whammy? It would have been difficult. But, when political marketing experts write the history of this campaign, I think many will lay the blame on John McCain’s failure to light up the amygdalas of the voting public. […]