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An introduction to neuromarketing

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You are asked what you want to eat for dinner and you suddenly remember an advertisement you recently saw about a new Thai restaurant in town? Some advertisements, your brain remembers while others, are quickly forgotten.

This phenomenon is called neuromarketing: a marketing research field that studies the sensory-motor responses, cognitive and emotional consumers are facing while buying. (brands, products or advertisements).

Today we explore this phenomenon. Why advertising have different effects on our brains and what makes an advertisement effective?

Did you know that the human being sees on average, 3,000 advertisements each day? Look around you, ads are everywhere: on the Internet, social networks, promotional posters, television, radio, etc. Our brain selects a few that you will remember more than others, keeping in mind that first impressions on products are very fast (less than 300 milliseconds). What makes an ad stand out? Well, this depends on several factors. What is your target market, who are you trying to reach out to? These people, how old are they? Are they students or workers? Men or women? The first step in creating effective advertising is to know exactly who it is for.

Examples of good advertising characteristics

  • Creativity: creativity is very important in the advertising world. Those who usually find the most creative method to promote their products will have more success because “different attracts”. Don’t forget that creating reactions, bad or good (but hopefully good) will make people talk about your product or service.

  • Sense of humor: It is proven: the ads that make you laugh are the ones that you will remember the longest.  Humor is known to be an important factor in purchasing decisions influenced by publicity.

  • Emotions: You've probably seen these ads, the ones that bring tears to your eyes.  Playing with emotions is an effective way to make people remember: for example, drug companies frequently use sentences like "it could happen to you too" or "your child is not safe." Animal shelters use images of malnourished or mistreated animals, which deeply touches potential customers by triggering emotions that prompts a purchase.

You may have a favorite brand, an ad or even a poster in the subway can make you change your mind in no time! A good publicity will be remembered, not because it is the best on the market, but because the brand in stuck in people’s subconscient.

In short, neuromarketing is ensuring that when someone thinks about a certain product or service, it's YOUR name that comes first in their mind. 

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