3BrainMarketing

Open up today’s edition of your newspaper, there’s no shortage of “bad” advertising. BAD in the sense that the advertiser is quite likely not getting the best return on his investment. BAD because the advertiser/advertising agency spent a lot of time trying to make his offer SOUND good – emphasizing the impassive features and benefits and completely ignoring (or unaware) of making any attempt to making his ad FEEL good.

I saw it used in a video (in our media section If It Feels Good Do It”:Using Neuromarketing to Go Beyond Click-Through) – “EMOTION + COGNITION = IMPACT!” – It essentially sums up what you need to be doing to stand out from those advertisers and your competitors when you place your ad in the newspaper. Let’s take a look at a few examples I found on the internet. Notice how much these ads say, without saying it. Metaphors are strong. Your brain loves metaphors.

From Purina telling your dog to be there because everybody’s going to be there; the cringe worthy ‘don’t talk on your cell phone and drive’ awareness campaign from India; to TIJI TV communicating the imaginative nature of their programming and the creative use of bubble wrap in the last example to convey their ‘every image has a sound‘ message.

I thought these were great examples of neuromarketing. There’s no effort to ‘control’ you as the neuromarketing alarmists have been claiming – instead a creative use of imagery, sound, metaphor and emotion to share their message. Everything a neuromarketing tactic should include. ENJOY!

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This article was written by Marc Narine.
Marc works with companies to elevate their marketing performance and profitability by going beyond the traditional feature/benefit approach to instead assessing the consumer’s emotional and cultural imprints and subconscious attachments to a product. He is the primary author at 3Brain Marketing.