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Memory and behaviour: Dueling memories
Charles Young, Admap, December 2012, pp. 34-35
The strength of a brand is a function of the number and relevance of memories that have been generated in the brains of target consumers.
The strength of a brand is a function of the number and relevance of memories that have been generated in the brains of target consumers. Different brands are competing to colonise the same places in the mind with their memories. Research by Ameritest discovered that an ad that was performing at a superior creative level, competing against a less competitive rival, would actually erase the memory of the weaker ad. This demonstrates that a strong ad not only works by adding to the equity of its brand, but also like an alpha male, by dominating the competition.
The incalculable benefit of not going backwards
Jeremy Bullmore, Market Leader, Quarter 3, 2011, pp. 19-20
Companies allocate significant marketing funds and set annual marketing objectives, and every one of those objectives is set in terms of some measurable market gain: more sales, more share or more both.
Companies allocate significant marketing funds and set annual marketing objectives, and every one of those objectives is set in terms of some measurable market gain: more sales, more share or more both. However, Jeremy Bullmore argues that companies in the same market can't all come first; they can't all do better than each other. When concerned observers think about the purpose and value of marketing expenditures, it is this apparent futility that strikes them most. All that effort, all that time, all that money: but to what end? Reinforcing and reinvigorating attitudes, over a great many years, may provide a marketing company's most profitable return on its communications investment; but that return may never be totally measurable.
Advertising recall: Why advertising memories fade
Charles Young, Admap, October 2010, pp. 42-43
Discovering which frames of an ad stay in the viewer’s memory is key to brand image. Research by Ameritest plotted recall of a Taco Bell ad 20 minutes, 24 hours and a week after viewing.
Discovering which frames of an ad stay in the viewer’s memory is key to brand image. Research by Ameritest plotted recall of a Taco Bell ad 20 minutes, 24 hours and a week after viewing. Viewers remembered 77% of the images 20 minutes after exposure, 62% after 24 hours, and 52% after a week. The same pattern of image recall occurred after a week as after 24. Comparing the results with emotional responses to the ad, it could be seen that the images recalled in the long term were the ones for which viewers had the strongest conscious feelings.
Games aid brand recall
Sonal Kureshi and Vandana Sood, Admap, October 2010, pp. 24-25
Research in the Indian games market shows how implicit and explicit memory influences recall and perception of brands.
Research in the Indian games market shows how implicit and explicit memory influences recall and perception of brands. The effect of in-game placements on young players was studied in two ¬experiments. In the first, when participants were asked to select a brand of cricket bat or a car marque in a cricket or a racing game; 77% and 90% of participants respectively recalled the brand name. In the second, measuring implicit memory, four out of seven products (bat, shoes, mobile network, cricket gloves) had a higher proportion of players selecting brands that had appeared during game play. Participants had more positive perceptions than negative about in-game placements.
Advertising can be contagious
David Penn, Admap, September 2010, pp. 42-43
Contagion in human ideas existed long before social media and is more than just word-of-mouth. Memetics is the study of what makes ideas contagious.
Contagion in human ideas existed long before social media and is more than just word-of-mouth. Memetics is the study of what makes ideas contagious. Some of the key elements of powerful memes are: they generate 'buzz' - everyone's talking about them; they create a sense of shared ownership and belonging; they are numinous, evoking inspiration and awe; and they have energy - a life of their own. To be contagious, advertising needs to generate excitement, inspiration and empathy. As ComparetheMarket.com's meerkats have shown, contagious ads can create huge excitement even around a fairly mundane service or product.
Neuroscience points to radical in-store insights
Ian Addie, Admap, September 2010, pp. 36-37
We believe the buying decisions we make in-store conscious and rational, but they are usually made subconsciously and emotionally.
We believe the buying decisions we make in-store conscious and rational, but they are usually made subconsciously and emotionally. Neuroscientific techniques are beginning to shed light on how in-store buying decisions are made. Early research strongly suggests that buying decisions are made in the opposite way to what was supposed. Rather than being a process of selection, they are a process of elimination. More statistically significant is needed but neurometrics seems to offer a chance to access untapped information about subconscious shopping processes.
Point of View: Neural activity media
Joe Mandese, Admap, May 2010, pp. 19-19
Neuroscientists have developed a model to help marketers and media companies understand what happens when people interface with a particular medium or type of content.
Neuroscientists have developed a model to help marketers and media companies understand what happens when people interface with a particular medium or type of content. The Brand Immersion Model uses a simple curve derived from two key communications variables that determine the degree of neural activity our brains devote to various forms of media. By plotting these variables, they can do a pretty good job of modelling how our brains will relate to various media and content. A further crucial variable is relevance, which is needed to trigger a strong emotional response.
MT Rainey's Classic Texts: Low Involvement Processing (by Robert Heath)
MT Rainey, Admap, May 2010, pp. 48-49
Robert Heath's paper on low-involvement processing argued in 2000 that most advertising was not important enough to be processed rationally by consumers, because in the modern world, product differences had become minimal, our media consumption, specifically of TV, was passive and so our models of creating advertising and measuring its effectiveness were flawed.
Robert Heath's paper on low-involvement processing argued in 2000 that most advertising was not important enough to be processed rationally by consumers, because in the modern world, product differences had become minimal, our media consumption, specifically of TV, was passive and so our models of creating advertising and measuring its effectiveness were flawed. His theory as been proven increasingly accurate in the past 10 years. Most people agree that we rightly now practise a kind of brand impressionism. It matters, but it is harder than ever to measure.
Behavioural economics: Buy first, ask questions later
Nick Chater, Admap, March 2010, pp. 24-25
If we consciously mulled over every decision when we do our weekly shop, we would need a supercomputer to cope.
If we consciously mulled over every decision when we do our weekly shop, we would need a supercomputer to cope. But this is not how the brain works. Instead, we use heuristics, such as 'buy the same thing as last time', 'choose a brand you've heard of', or 'copy the next person'.Most importantly, we do not shop according to our needs and desires. Experiments prove that we make decisions and then justify them later. The advertiser's goal must be to understand and shift the processes of choice.
Neuroscience can add insight when used in tandem with conventional research
David Penn, Admap, January 2010, pp. 14-15
Six years ago, research by neuroscientists comparing what happened in the brain when test subjects blind-tasted Pepsi and Coke - compared with when they were told the brand - was heralded as a market research revolution.
Six years ago, research by neuroscientists comparing what happened in the brain when test subjects blind-tasted Pepsi and Coke - compared with when they were told the brand - was heralded as a market research revolution. What the testers observed in the brain was a reaction brought about by decades of cultural learning. A stimulus triggers a deep unconscious emotional response in the brain, which automatically generates a brand choice. Neuroscience cannot replace all conventional research (because there is no way of understanding what a respondent is feeling at the time of observation, other than by asking a conventional question) but it can play a valuable complementary role.
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Psychological effects of communications
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