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2009-01-25 China Times [Yin Dehan/Comprehensive Report]
Martin Lindstrom, a Danish marketing genius regarded as an international brand master, recently published a new book titled "Buyology: Truth and Lies About Why We Buy." The book points out that many marketing concepts are merely wishful myths.
For this book, Lindstrom spent $7 million (sponsored by multinational corporations) and three years conducting a neuromarketing study. His research team recruited 2,000 volunteers and used a special MRI instrument to scan their brainwave activities when they viewed advertisements or images. The results revealed that while some intuitions in the advertising industry are correct, many concepts are misconceptions that have become accepted as truths. Below are some findings from the book:
* Advertising during TV programs or product placements in movies usually have no effect; viewers automatically filter out these ads or placements. This advertising method only works when it resonates with the TV show or movie's plot.
* Warning labels on cigarette packs not only fail to deter smokers but also trigger their cravings, encouraging them to light up. Why? Because the nucleus accumbens (a brain region associated with addiction) is stimulated when it sees the warning labels.
* Is subliminal advertising still in use? Absolutely. Some department stores or malls even play music containing hidden messages, subtly urging consumers to buy more or not to shoplift.
* People often think that provocative ads sell, but contrary to popular belief, adding "sex" elements to ads usually does not help promote sales. However, if the "sex" element sparks controversy (e.g., Calvin Klein's underwear ads), it can stimulate sales.
Lindstrom defines buyology as the various subconscious forces that stimulate the desire to buy, aiding businesses in their "evil" marketing schemes. However, he insists that he does not delve into buyology. Lindstrom says, "I hope the general public uses this tool for good, to better understand ourselves, our desires, our impulses, and our motivations, and to apply this knowledge for good, practical purposes."
Source: http:/ / news. chinatimes. com/ 2……0504+112009012500172,00. html
Danish Marketing Genius: Cigarette Warnings Fuel Cravings
Martin Lindstrom, a Danish marketing genius regarded as an international brand master, recently published a new book titled "Buyology: Truth and Lies About Why We Buy." The book points out that many marketing concepts are merely wishful myths.
For this book, Lindstrom spent $7 million (sponsored by multinational corporations) and three years conducting a neuromarketing study. His research team recruited 2,000 volunteers and used a special MRI instrument to scan their brainwave activities when they viewed advertisements or images. The results revealed that while some intuitions in the advertising industry are correct, many concepts are misconceptions that have become accepted as truths. Below are some findings from the book:
* Advertising during TV programs or product placements in movies usually have no effect; viewers automatically filter out these ads or placements. This advertising method only works when it resonates with the TV show or movie's plot.
* Warning labels on cigarette packs not only fail to deter smokers but also trigger their cravings, encouraging them to light up. Why? Because the nucleus accumbens (a brain region associated with addiction) is stimulated when it sees the warning labels.
* Is subliminal advertising still in use? Absolutely. Some department stores or malls even play music containing hidden messages, subtly urging consumers to buy more or not to shoplift.
* People often think that provocative ads sell, but contrary to popular belief, adding "sex" elements to ads usually does not help promote sales. However, if the "sex" element sparks controversy (e.g., Calvin Klein's underwear ads), it can stimulate sales.
Lindstrom defines buyology as the various subconscious forces that stimulate the desire to buy, aiding businesses in their "evil" marketing schemes. However, he insists that he does not delve into buyology. Lindstrom says, "I hope the general public uses this tool for good, to better understand ourselves, our desires, our impulses, and our motivations, and to apply this knowledge for good, practical purposes."
Source: http:/ / news. chinatimes. com/ 2……0504+112009012500172,00. html