How to Apply Neuromarketing to Advertising
Part of the Neuromarketing For Dummies Cheat Sheet
The traditional model of advertising effectiveness assumes a direct, conscious route from viewing an ad to making a purchase. But advances in brain science have identified an indirect route that takes into account nonconscious processes. Each route is more likely to succeed in different circumstances.
|Direct Route to Advertising Effectiveness||Indirect Route to Advertising Effectiveness|
|Purpose||To communicate a simple and logical argument that persuades consumers to buy a product, either by reinforcing their current preferences or by changing their preferences from a competing product.||Two steps: First, influence brand equity by changing brand attitudes, memory, and intentions toward the brand. Then, allow brand attitudes and associations to impact sales at the point of purchase.|
|Emphasis||Attention, conscious processing, logical argument, explicit recall, and immediate sales.||Emotional connections, nonconscious processing, implicit memory, brand attitudes, and future sales.|
|When it works the best||When the product or the product category is new, when the product is expensive and purchased infrequently, when the purpose of the ad is to generate a direct response rather than an impression leading to a sale in the future.||When the product and its category are well established and familiar; when the ad minimizes information and message content and focuses on an emotionally engaging narrative in which the brand plays a central role; when the product is inexpensive and purchased frequently, so the ad is aimed at building or reinforcing longer-term associations with the brand.|