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Transcript of Neuromarketing Presentation
Firstly, note the three important sections of the brain from which are opinions are derived.
95% of our decisions and actions happen on the subconscious level, this is why we need neuromakreting to tap into the areas of the brain which aren't under our direct control.
60MB's of information are collected by our eyes each minute... so relevance, attention, and perspective are key!
“The more desirable something is, the more significant the changes in blood flow in that part of the brain [...] Studies have shown activity in that brain area can predict the future popularity of a product or experience.” -
Dr. Uma R Karmarkar, Harvard Business School
Your message is the most important and finding the most direct route to send that message is what Neuromarketing is all about...
Marketing that promotes primal instinct, emotional connection, and conscious thought. This combination is what drives the information to stick around and be processed. Creating time for a positive and more lasting impression.
"One Life: AIDS Awareness"
“Frito-Lay’s No Guilt Trip Flip”
Responsible for Instinct, Survival, and other Primal Urges
Responsible for Emotions, Flight or Fight Response, and Connection
Responsible for conscious thought, Decisions, Problem Solving, Planning, and Other Developed Cognitive Functions
"Equinox Made Me Do It"
The ad triggers sexuality and strength in our primal region, increasing our desire and signaling emotions.
Emotionally, the ad triggers ideas of body image and self-worth. Feelings of power and beauty all engage. Excitement
Consciously, we now focus on the lifestyle aspect of a membership at Equinox Gym. These would-be "Heroic Acts" or "Bold Moves" are labeled as the fault of Equinox gym for altering the consumers mind and pressuring them into these tasks. But the reality is that this pressure is a good thing, because without the confidence and skill gained from the lifestyle ... these tasks wouldn't be possible. They encourage bravery and strength. The consumer is likely to endorse these ideals.
Fear and panic ring in from the primal region. It was clearly the intention of the designer to draw a gut reaction from the viewer. While they may seem to be sexualized, that is the decoy. Danger is quickly signaled in the brain.
Emotionally, the mind can get cloudy. The ads are dark, dirty, very bleak in color, and the content is raw. Feelings of anxiety and discomfort about health all flood in. Health concerns are triggered because the mind was alerted of a threat.
Obviously thought provoking, the ads skillfully place a serious amount of doubt into the conscious thinking stream. Consumers are bound to actively reflect on their sexual past. Mentally speaking, these ads are very well designed. The images have a powerful subconscious impact. The information, remains stagnate and can influence future thoughts and actions greatly.
The primal region alerts us to a source of nutrition, and signals pleasure sensors in other parts of our brain. Since there is nothing hyper-reactive about snack food. Our conditioned feeling region takes over.
Pleasure and guilt, clearly two very different reactions, often go hand-in-hand in indulgent actions. Our conditioned impulse is to stray from greasy, fried foods. However, with the new packaging our emotions do not reach a negative or guilty feeling, the subtlety of color and content educes happier and more pleasurable feelings.
Thought wise, since our negative connotations have been bypassed, we are able to concisely consider the health benefits. We can thoughtfully condition a new response to the snack food.
"Equinox Made Me Do It." Vimeo. Equinox Gym, n.d. Web. 04 Apr. 2015. <
Nobel, Carmen. "Neuromarketing: Tapping Into the 'Pleasure Center' of Consumers." Forbes. Forbes Magazine, n.d. Web. 04 Apr. 2015. <http://www.forbes.com/sites/hbsworkingknowledge/2013/02/01/neuromarketing-tapping-into-the-pleasure-center-of-consumers/>.
"One Life: Shower." One Life: Shower. Mediabistro, June 2009. Web. 04 Apr. 2015. <http://adsoftheworld.com/media/print/one_life_shower>.
"Reviewed." Brand New: Baked, Not Fried Is the New Shaken, Not Stirred. Brand New, n.d. Web. 04 Apr. 2015. <http://www.underconsideration.com/brandnew/archives/baked_not_fried_is_the_new_sha.php#.VSB6kZTF8gB>.
"How the Brain Works." YouTube. Sentis, Aug. 2012. Web. 04 Apr. 2015.
"Businesses are continually developing strategies to build stronger consumer loyalty and boost brand recognition." - Ray Williams
Williams, Ray. "Mind Control: Neuroscience in Marketing." Psychology Today. Psychology Today, n.d. Web. 04 Apr. 2015. <https://www.psychologytoday.com/blog/wired-success/201203/mind-control-neuroscience-in-marketing>.
Frito-Lay hired a Neuromarketing company to study and redesign their "Baked" Chip products. THEY HAD THE MARKETERS CHANGE THE COLORING TO MORE neutral TONES, EDITED THE PHOTOS TO BE SOFTER, AND THE LOGOS TO BE LESS BOLD. ALL TO DECREASE THE AMOUNT OF GUILT THE BRAIN FELT FOR CONSUMING SNACK FOOD!
WHO DID WHAT?
WHO? DID WHAT?
THE ONE LIFE ORGANIZATION TOOK A DIRECT APPROACH TO AIDS AWARENESS. Whilst informing the public to get tested, they created a campaign to show the reality of sexual promiscuity. This bold ad bares all and reads:
"Each time you sleep with someone, you also sleep with their past"
a reminder that safety should always come first in sex.
WHO? DID WHAT?
Equinox Gym created a powerful and bold campaign. Stimulating the mind to get active and "make moves." The commercial and subsequent still image ads invite us to join the group.
They remind the consumer that you have the power, it is just fueled by equinox and their pressure to be the best you can be.