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Get Schooled: Use Social Personalization Like Higher Ed

Get Schooled: Use Social Personalization Like Higher Ed
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Colleges and universities face some unique marketing challenges in the U.S. With more than 3,000 competitors, attracting the right students takes effort and creativity. Even schools that have no trouble “filling the seats” have important enrollment objectives for academic accomplishment, extracurricular skills, and, in many cases, ability to pay. I’ve written about the need for [...]

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Super Bowl Ads: “Second Payoff” Pays Off

Super Bowl Ads: “Second Payoff” Pays Off

The Super Bowl is the biggest day of the year for football fans, and just about as important for neuromarketing companies. The first results of neuromarketing studies from the big game are trickling out, and Innerscope Research observed a strategy employed by multiple advertisers: a “second payoff” at the end of the ad, after the [...]

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Social Personalization and the Doppelganger Effect

Social Personalization and the Doppelganger Effect

Are you overlooking a way to personalize your ads that goes far beyond the usual “Dear Roger” salutation? In my recent article, Put Your Customer in the Ad, I mentioned that LinkedIn was using profile pictures for targeted ads. Since then, I’ve been able to capture a couple of examples. The first one surprised me [...]

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Put Your Customer in the Ad!

Put Your Customer in the Ad!

In my direct mail days, we used personalization whenever possible. Starting a letter with “Dear Roger” instead of “Dear Friend” responds better every time (if the recipient’s name is Roger, that is!). A sweepstakes that uses a personalized address message like, “Imagine our Prize Patrol ringing the doorbell at 123 Shady Circle,” will garner more [...]

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From Obsolete Commodity to Status Symbol

From Obsolete Commodity to Status Symbol

Old fashioned wood and graphite pencils were once how we all wrote, but hit their popularity peak decades ago. They are high maintenance – as soon as you start using a sharpened pencil, its point begins to dull and the thickness of the line starts to change. Too sharp a point, and it will break [...]

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The Best of Neuromarketing – 2011

The Best of Neuromarketing – 2011

Once again, it’s time for the “Readers’ Choice” Neuromarketing picks for the year. These posts aren’t my own choices, but are selected because they garnered the most traffic from tweets, Facebook shares, Stumbleupon clicks, and so on. Without further ado, here are the top articles of 2011, as chosen by our Neuromarketing readers: 1. Simple [...]

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The Branded Mind by Erik du Plessis

The Branded Mind by Erik du Plessis

Book Review – The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand by Erik du Plessis. If you are tired of pop psychology and fluffy neuro-books, then The Branded Mind by Erik du Plessis is for you. This is a book with voluminous research and serious thinking [...]

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Shop for Success: Why You Need to Indulge Yourself

Shop for Success: Why You Need to Indulge Yourself

In difficult economic times, it’s tempting, even logical, to watch your purchases carefully. Most people recognize the need to keep up external appearances for, say, a job interview or an important sales call, they may cut back in areas less visible to others by buying generic products instead of brand names. While that seems like [...]

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It’s the Product, Stupid

It’s the Product, Stupid

The poll I ran earlier this week in Is Your Brand Evil produced results that, in retrospect, were predictable. Fully half the respondents thought that branding could be used in either good or bad ways. Of the other half, my neuromarketing-oriented readers came down four-to-one on the “good” side of branding. I’m sure if I [...]

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Is Your Brand Evil?

Is Your Brand Evil?

In Martin Lindstrom’s excellent Brandwashed, the underlying theme is that brands and other advertising imagery can exert an unhealthy influence on consumers, usually without conscious awareness. Brands infect us, he suggests, from shortly after conception until death. Though Lindstrom’s arguments are persuasive, I think there’s a counterbalancing effect that’s just as important: brands ADD value [...]

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