Extracted from The World: Publicists should rethink their methods in light of Martin Lindstrom's findings. The subliminal factor is more important than it seems, as set out in the new book by the sales expert, ‘Buyology', a study of how consumers react to the impacts of brands.
For example, Yes an anti-smoking campaign warns the public of the dangers of cigarette use, the message, Rationally, makes all the sense. However, for Lindstrom's thesis, it's counterproductive: gets smokers more eager to smoke rather than less.
The book 'Buyology: truths and lies about what we buy’ has required a three-year process and an invesigation of 'neuromarketing’ which has reached seven million dollars (5.436.000 Euros), as indicated by the publication 'Advertising Age'. Lindstrom and his team have employed the latest neurological techniques in 2.000 people from five different countries to decipher human behavior when it comes to buying.
Among his findings, highlights that consumers are not only guided by conscious motivations; also by the subconscious. “Most of the decisions we make every day are made in a part of the brain where we're not even aware”, Lindstrom explained.
The book and studio manager wanted to discover “what makes a brand attractive”, but the answer has been complicated. In the case of cigarettes especially. When subjects were asked whether warnings of tobacco hazards work, most of these answered without hesitation: “Yes”. It was about the conscious side… their subconscious contradicts them.
In fact, the results conclude that, when this question was accompanied by images, smokers were more eager to get a cigar out of their box.
'Product placment' failures’
Another of the most callative results of Lindstrom's research downplays brand logos, since the book ensures that other senses, As smell or hearing, more often mark the final decision of consumers.
The study also demystifies the power of 'product placement', the advertising technique of placing a product of a brand on a television show. In the reality show 'American Idol', Coca-Cola and Ford spent the same amount, but consumers retained much more the image of the beverage company, as it was much more integrated into the action.
The author, whose book has just been published, recommends 'neuromarketing’ to decipher these secrets, that will surely mark the advertising research of the future.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.