Ad agencies focus on 'feel' over 'think'
By Leah McBride Mensching, Wednesday 23 January 2008 at 23:19 :: Advertising :: #1144 :: rss
Understanding how a consumer “feels” is becoming more important than what the consumer “thinks” about an ad or brand, as emotional attachments to a brand are more difficult to break by rivals, the Wall Street Journal's Live Mint reported Tuesday.
This new, so-called neuro marketing enlists the help of neuroscientists who gauge consumer responses to ads using portable tools, such as a “skin response meter.” One expert in the field is A.K. Pradeep, who has a company in Berkeley, Calif., called NeuroFocus Inc.
The skin response meter involves putting 64 to 128 sensors on the consumer's head to measure electrical signals (MRI) that the brain produces, according to the Live Mint article.
Another expert on the subject is Dan Hill, author of Emotionomics: Winning Hearts and Minds. He says that to achieve desired results, marketers should model emotions they want their target audience to feel, and the emotions they want to dispel. This goes beyond just tapping into their emotions and reflecting that in the communication, such as an advertisement, Live Mint reported.
For example, Disney owns happiness, Benetton owns controversy and Nike owns determination, the article states.
“It becomes increasingly important for branders and advertisers to understand the human being behind their consumer, and what aspirations and anxieties dictate her actions. We hence recruit planners with an aptitude for psychology,” said Arvind Sharma, chairman of Leo Burnett India Pvt. Ltd., according to Live Mint.
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