How to Apply Neuromarketing to Advertising
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
|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
|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.