Registration is now open for Creative Check-up 2011! Visit the website to check out all of the details and to register. We’ve got a fantastic line up of speakers and breakout sessions this year, which you can read all about on the website. I hope you can join me!
“Neuromarketing.” Have you heard the term before? It caught my attention today in an article found in Advertising Age. Admittedly, I hadn’t heard a lot about it, but after reading the article, I googled neuromarketing, and lo and behold, there’s a lot of information out there! Basically, it’s a new trend in marketing that measures a person’s brain responses to advertising and marketing through MRI’s and EEG’s. Some other good articles from PBS’s “Frontline” and Time magazine can be found here and here, respectively.
Studying the brain’s response to environmental stimuli isn’t new – scientists have been studying things like our response to music, stress, art and many others for years. You may recall a presentation given at UNMC last September by Dr. Daniel Levitin about the effect of music on the brain. But our response specifically to advertising and brands hasn’t really been studied much until recent years, and is still in its infancy. And while it appears that more and more studies are being done, marketers aren’t doing a whole lot with that information for the time being.
Is this the way of future market research? Only time will tell. But it certainly gives a new meaning to the term, “picking your brain.”
Whether you’re a Packers fan or a Steelers fan, you no doubt probably tuned into the Super Bowl last weekend not only to watch the game, but the highly anticipated SuperBowl ads. They always seem to generate a lot of discussion, sometimes I think more so than the game itself. Case in point – in our Monday morning meeting, the PR department’s conversation was mostly about which commercials they liked best, despite the fact that we have several die-hard sports fans in the group.
And while the discussion surrounding the commercials is all good and fun, as a marketing and branding professional, I now find myself more curious about the ROI (return on investment) and influence these ads have for each company and their consumers. How are consumers watching these commercials, why are they watching them? Can they remember the ad and the product after viewing? In a recent Ad Age article, I found it interesting that while VW’s Little Darth Vader commercial is by far the most liked and most viewed on the web, it actually didn’t even break Nielsen Rating’s top 10 list of recalled ads. With the added mix of social media and online video streaming, marketers are now faced with a more complex web of statistics and data to analyze just how well they fared.
So far, data shows that the prize for online viewing clearly goes to VW with over 26 million views, with the Dorito’s Pug Attack and Chrysler’s “Imported From Detroit” starring Eminem following behind.
Only time will tell whether VW can capitalize on their online success, but so far, I’d say the force is with VW.
A recording of the presentation “Are we there yet?” given at this months Campus Communicator meeting is now available online here. It’s always a little weird watching a recorded presentation of yourself, but thanks to my days as a TV weather anchor (‘betchya didn’t know that about me, did you?), I’m a little more comfortable with it, so I don’t mind sharing I think hope you’ll find the information helpful. And in case you missed my previous blog entry about the presentation, I talked about a strategy brief document that I like to use when planning for a marketing project or campaign. It helps me gather all of the essential information and factors that I need to take into account before I start getting too far into a project. A “make-sure-you-don’t-put-the-cart-before-the-horse” document, if you will.
At any rate, happy viewing, and stay tuned for information about our next Campus Communicator meeting!