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Originally posted by Skyfloating
I despise the premise that says I cant search out and choose the products I want myself. *Snip*
Anybody not know how or where to get a can of coke?
The subject for this Comments section is a continuation of the discussion of neuroscience and advertising research begun in IJA 26(1). In the first commentary, Max Sutherland, of Bond University, Australia, and author of Advertising and the Mind of the Consumer, responds to comments made by Erik du Plessis, and Graham Page and Jane Raymond. The second commentary, by Kathy Braun-LaTour of the University of Nevada, Las Vegask sheds light on a growing area of interest in neuroscience and advertising: the use of childhood memories to make emotional connections to consumers.
The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far. Advertising works in two ways: it may trigger some immediate response and/or change the respondent's brand memories in some way that influences later behaviour. This paper addresses the latter process. In other words, advertising first changes brand equity, and brand equity, in turn, later affects behaviour. The paper outlines the four main techniques of functional brain imaging and reported research in this area, its limitations and the opportunities for new research. Whether the contribution to date is seen as modest or substantive is a lesser question than what neuroscience could do for our longer-term understanding of how advertising works. Neuroscientists and advertisers need to work together so that research investigates how ads are processed, how brand memories are stored and the subsequent behaviour effects relative to the intentions of the advertisers.
Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of DVR viewing, and then explains 'inadvertant' attention and how it affects brand recognition and awareness. He concludes that, because avoiding ads requires concentration, the viewer gives more attention to the screen than he would if the ads were ignored. This has some important implications.
ScienceDaily (Aug. 28, 2008) — Although the idea that instrumental learning can occur subconsciously has been around for nearly a century, it had not been unequivocally demonstrated. Now, a new study published by Cell Press in the August 28 issue of the journal Neuron used sophisticated perceptual masking, computational modeling, and neuroimaging to show that instrumental learning can occur in the human brain without conscious processing of contextual cues. My EmphasisSubliminal Learning Demonstrated In Human Brain
ScienceDaily (Mar. 9, 2007) — University College London researchers have found the first physiological evidence that invisible subliminal images do attract the brain's attention on a subconscious level. The wider implication for the study, published in Current Biology, is that techniques such as subliminal advertising, now banned in the UK but still legal in the USA, certainly do leave their mark on the brain.Subliminal Advertising Leaves Its’ Mark On The Brain
This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a PVR). The finding was that even ads shown at this speed can have a positive affect on the viewer. This finding demonstrates how better understanding of cognitive psychology, in this case of implicit memory, can be used to solve the new problems. It also highlights why it is not always prudent to take consumers conscious reportage at face value. Part 2 describes Sky's approach to researching the impact of advertising by setting up the SkyView television viewing panel. This not only measures what people view but also in a single source captures what they purchase. This provides a wealth of information, based on actual consumer behaviour, on which to base marketing decisions.
Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye tracking methodology called Emotion Tool?. He starts by discussing why it is important to measure emotions, describes what an emotion is and how it is expressed, and how emotions are currently measured. He then describes the development of Emotion Tool? and explains how it works.
Although women are the most important target audience on earth - they remain misunderstood and under-catered for by the marketing and communication communities. So argue Jane Cunningham and Philippa Roberts, from PrettyLittleHead, who explain the differences between the sexes revealed by recent scientific and anthropological research. The implications are immense, and they conclude by summarising Four Feminine Codes, areas that they believe determine the success of brands targeted at women.
A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a process of cocreation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of an advertisement. This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory, the dominant view of memory today. The reconstructive view of memory holds that the memory for the same event is different each time it is recalled and that the person doing the recalling is unaware of these changes. We present an experimental paradigm that assesses advertising's influence on consumers' own memory of their beliefs. We demonstrate that advertising can unconsciously alter consumers' beliefs as reflected by a change in how consumers recall their earlier reporting of these beliefs following an advertising exposure. That is, advertising that causes consumers to remember differently earlier (preadvertising exposure) reported beliefs and in which the change is in the direction of the advertisement's message is an advertisement that contains information the consumer has unconsciously adopted as their own and therefore is likely to be personally relevant and to have an enduring impact on their emotions.
Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.
To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly useful in increasing effectiveness during the campaign conception phase. The IM! methodology was invented to help create and deliver effective advertising messages in conjunction with discoveries from Cognitive Sciences on the functioning of our memory.
I find it relevant to note that the advances in these fields are actively being implemented upon a human being without their comprehension of what this entails. To have your own memories and feelings used merely to gain your dollar seems like an incredible imposition
Originally posted by sc2099
The PrettyLittleHead women who explain the difference between the sexes' reaction to ads came up with the 4 feminine codes, or 4 types of women. What are they? And why do they say women are "the most important target audience on earth"?
The four feminine codes
We have developed four feminine codes that reflect the day-to-day strategies women employ in order to achieve their Utopian ends. The rare brands that appreciate how central these codes are to female behaviour will capture the imagination of the female customer.
The altruism code
This code reflects the female tendency to focus on the wellbeing of others rather than focus on their own individual success or achievement. It is borne out of the female ability to empathise - the ability to put oneself in another's shoes.
The aesthetic code
The aesthetic code reflects the female desire to make the world an attractive place. It is borne out of a belief that a more attractive environment is a safer, more harmonious and pleasant place to be for everyone.
The ordering code
This unglamorous code reflects the female belief that order offsets risk and creates harmony. Women's tendency to take on responsibilities like the running of the home, family matters and the meticulous planning of events are evidence of the ordering code.
The connecting code
The connecting code is concerned with the female need to build relationships and communities, the desire to draw people together and find common ground between them. Businesses that recognise the power of communities in building or destroying brands and use female networks to help provide momentum for the growth of their brands will benefit from 'free' marketing. They will also develop deeper, more commercially rewarding relationships with the audience.
What Women Want
Women make 80% of all consumer goods decisions, and are fast becoming the most important target audience on earth. By 2025, women will be richer than men and own 60% of the UK's personal wealth, according to female-oriented site Baglady. In the US, the female economy - worth $5tn (£2.6tn) - now makes up more than half the US GDP. Internationally, women contribute more than 40% of the developed world's GDP, says brand consultant Tom Peters.
Originally posted by sc2099
and I totally agree. How can we win this fight when we don't even understand the tactics they're using against us or our own weakness?
Originally posted by Simplynoone
[Simply...women make and spend money...more than they have ever in the past. ]
Hey I resent that remark lol ..But it could be because you men wont do the shopping for the house so we have to and then while there ..you know we need a few more things lol .
Originally posted by MemoryShock
Seriously, I am not discussing petulant relations between the sexes...as Big Advertising doesn't really care who you/I are/am.
They want to know how to influence us all.
Originally posted by GradyPhilpott
I'm not arguing with the premise here, but doesn't it really go without saying that business is all about selling products and that advertising is meant to get you to buy those products?
Originally posted by Skyfloating
Reply to Grady:
Yes, but once we become aware of it, its no longer as effective...which is why advertisers go looking for new methods we dont know about yet. Check out MemoryShocks look at the marrgiage between neuroscience and advertising.
If Pepsi was chosen by the majority of people in a blind taste test, why did Coke have the lion's share of the cola market? It didn't make sense. If Pepsi tasted better, why wasn't it the market leader?
Fortunately, Read wasn't just any cola consumer idly pondering the mysteries of brown sugared water. He had at his disposal a rather innovative methodology to explore his "why" question. Dr. Read Montague was the director of Baylor University's Neuroimaging Lab and he just happened to have a spare multi-million dollar MRI machine kicking around. MRI machines allow us to see which parts of the brain "light up" when we undertake certain activities.
The strongest brands evoke a visceral response, beyond the reach of reason, coloring our entire engagement and relationship with them. It doesn't matter if these brands are better than their competitors. The important thing is that we believe they are better, and these beliefs are reinforced by emotional cues.
In one group, they provided two sips, one of Pepsi, the other also of Pepsi, but in an anonymous presentation with participants being told that the second sip could be either Coke or Pepsi. In the second group, the same thing was done, but this time it was Coke that was both the identified and anonymous drink. Then participants were asked to state their preference. In the Pepsi group, about half the group chose Pepsi and there was no strong preference over the anonymous drink (also Pepsi). But in the Coke group, the respondents overwhelmingly chose Coke over the mystery cola (also Coke).