Neuroscience backed advertising.

Modern advertising originated with the techniques introduced with tobacco promotion in the 1920s,  most significantly with the campaigns of Edward Bernays who was Sigmund Freud‘s nephew.

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea which is communicated through various mass media (newspapers, magazines, television, radio, outdoor advertising) and new media (blogs, email, social media).

Understanding how the human brain works is fascinating, but it’s also beneficial for advertising since marketing campaigns rooted in neurology are more likely to get and hold attention. Therefore Neuromarketing as a commercial marketing communication field applies neuropsychology to marketing research, studying consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Thous understanding the rationale behind how consumers make purchasing decisions and our responses to different advertising messagees we will be able to understand how humans can remember something longer by making them feel memorable emotions rather than think.

The Amygdala, an almond-shape set of neurons located in our brain, plays a key role in processing your emotions, and it does this incredibly fast (in three seconds or less). Since we gravitate towards provocative images and pictures of faces, using them to create a gut reaction is much more likely to deliver messages that stick in the brain than any rational thought that follows. The emotions people experience are important in decision-making, since these are used as a source of information when making judgments. Which means that emotions influence evaluations of things like advertising, brands, products and services.

Emma, creator of an email marketing platform, says that we should take advantage of this knowledge about the brain when designing our marketing campaigns. Check out the infographic below for some other Neuroscience backed advertising tips…

facts-human-brain-make-marketing-successful

*(Picture: streets of Tokyo full of billboards as seen in coindesk.com).

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