Marketing and Neurosciences: Advertising has to be emotional and connect with the brand
The advertising has to be emotional and connect with the brand. This was stated Alvaro Marin, founder of the company “Loggicc” during his participation in the seminar “Neuroscience applied to driving and organizational leadership” led by Nestor Braidot specialist.
Marin explained in this sense that “the idea has always been based on the development of a story” which closes with the image of the brand. However, the expert decided to include it in the ad spot that produces the feeling of “excitement” in the viewer because, otherwise, “you’re missing an opportunity” because memory is related to the impact occurred.
On the other hand, Marin highlighted the existence of new technologies applicable to advertising such as “eye-tracking”, able to “detect the exact points where we are looking.” Techniques and tools through which we can know “the path that follows the view from which we look at a website until we left,” so that “can help in designing pages for easy user experience” he said.
These based on eye-tracking technologies are also used to “test materials at the point of sale,” arguing in this sense that “can detect if a particular area that matters to a manufacturer” receives the necessary attention by the consumer, and “what products look before and which are after,” he said.
He explained all this must be added other important aspects such as “color, format or font” noting that “there are elements that increasingly have more in mind.” He added that “there are gender differences” in relation to “the emotional reaction that can manifest in man or woman.”
Marin also referred to possible alternatives neuromarketing, while “enables different methodologies depending on the reaction you want to achieve on the client,” he argued. Thus, “it can also be used to correct many mistakes made in advertising.”
Nestor Braidot, course director, stressed the importance of these systems able to “detect what happens to the physiology of the client beyond what he is saying, with a conscious intervention”.
During the course they were addressed other issues and aspects related to the applications of neuroscience as “dimensions and measurement of organizational behavior intelligent” or “overcoming dualism brain-mind”.
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