How to Apply Neuromarketing to Advertising - dummies

How to Apply Neuromarketing to Advertising

By Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl

Part of 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.