Neuromarketing, Fact or Fiction

By: Marcus Storm MKTG420

POM Wonderful Presents: The Greatest Movie Ever Sold presented one topic that I found especially interesting, neuromarketing. The concept behind neuromarketing is that by studying how our brains react to advertising messages, marketers can detect the stimuli that induce the greatest consumer response. This sounds like a conspiracy theory, but studies have proven that it is possible. Carefully crafted advertisements can to a certain extent, make us want things that we would otherwise ignore.

eeg pic

In reality, we have always been influenced by some types of neuromarketing. The smell of a bakery for example, can cause consumers to crave bread or cakes. This fact is well known and bakers tend to bake during breakfast or lunch hours in order to capitalize on hungry customers’ weakness for the smell of baked goods. The idea is that we already have these “wants” present in our subconscious and outside influences can make consumers realize and ultimately, act on these desires.

I feel that this quote from the video above summarizes the concept of neuromarketing very well, “to view consumers’ pre-conscious neural patterns, get into their thoughts and beliefs which even they don’t consciously know, and ultimately tap into their reptilian brain.” They were referring to the fact that by using this technology, marketers are getting close to being able to create the exact consumer reaction that they are aiming for by eliminating the “guess work” involved in advertising.

Through the use of MRI and EEG machines, marketing is becoming more of a science than a technique. Marketers are actually able to see how our brains are reacting to their attempts to influence our thought patterns. Neuromarketing is still not an exact science, but the prospect of having our minds manipulated without our knowledge can be a bit unnerving.

The development of new technology and techniques has pushed the concept of neuromarketing to new heights. As this progression continues, questions have begun to arise and the main concern is often a question of ethics. Is it really okay for marketers to manipulate our thoughts? The answer varies depending upon who you ask. I feel that the answer to this question is not too far off; I personally think that we will begin to see government action and more in depth studies on this concept in the near future. Till then, we can enjoy advertisements that are specifically tailored to the desires of our subconscious!

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Viral Marketing and SKYFALL

 

 

 

 

Cole Papazian

@papazap12

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In 2012, the new James Bond movie SKYFALL was released in late October. Besides traditional media efforts to increase awareness of the new flick they decided to go viral. In this video Coke teamed up with the James Bond franchise to challenge unsuspecting travelers to unlock the 007 in themselves. If they could complete the challenge then they would win exclusive tickets to the new movie. This event took place overseas at the Antwerp Central station in central Belgium.

 

The video did more than help a few contestants win a few tickets to the movie.  Once this clip was first embedded on facebook.com it jumped to 1,471,718 views. It is now has over 10,200,000 views on youtube and still growing.  This viral marketing plan was a great start to marketing on the web for the movie. This clip was also successful because the marketer had an interesting idea, valuable brand features and accessibility to this advertisement.

 

The only problem with this ad is that SKYFALL is only one movie and this ad will only be so popular for so long. What Coke and the James Bond franchise needs to do is turn this “Buzz” into brand loyalty and an increase in sales. I believe the two of them have planned this out and can avoid this problem. I don’t believe Coke is the main focus in this ad because consumers are going to keep buying Coke regardless if this ad was ever aired. The James Bond franchise is going to keep producing these blockbuster and for them to keep up with their demographics and where to market they should not have a problem.

 

Once this hit the movies SKYFALL earned $1.1 billion worldwide and is now the highest grossing film world-wide for Sony Pictures and the second highest grossing film in 2012.

 

Twitter Conversation Group #8

Sandy Engle @sandyengle

Mingjue Li @Mingjueli

Christina Brock @christi57674936

Michelle Huo @MichelleHuo

This past Thursday we watched the last half of the movie “The Greatest Movie Ever Sold” by Morgan Spurlock. It sparked conversations in class on whether or not advertising is becoming too much a part of our everyday lives. Some of our classmates sent tweets of acceptance of this type of advertising in our country; that it is just part of how we do things in the US. It’s all about selling and branding your product, as one of our classmates tweeted, “You can pretty much sell anything! If you can brand it, you can sell it”.  Others seemed a bit more skeptical about such in your face advertising. Watching the movie, you couldn’t help but have a negative feeling towards some ads; there were just too many of them, even in places that seemed inappropriate such as in school. As one of our classmates put it “Shameless promotion at its finest”.

We also had our guest speaker, Brent MaCcluer come in later during the class. He talked to us about his experiences working his way up as a salesman. He owns an advertising firm called AHM brands and has been working with companies in the Eugene area. He gave us great tips as college students on how to get our foot in the door and start thinking about our future. Several students in our class re-tweeted his comment, to be okay with starting from the bottom and working your way up. He also gave great advice such as:

-The importance of internships

-Getting employers to pay attention to you by asking them to review your work instead of sending in a resume

-ALWAYS send a Thank You letter to your interviewer

-Either know where you want to live OR what you want to do

-Have a lot of skills, not just one

-Don’t spend too much time on your resume

Here are some comments from the twitter chat:

@emilyfromoregon: You can pretty much sell anything! If you can brand it, you can sell it. #MKTG420 #thegreatestmovieeversold @MorganSpurlock

@JLP_III: “Cultural decay rate of ideas” much faster now apparently. According to this movie. In #mktg420 class. @robbiezig nobody

@SandyEngle: Are celebrities selling out when they do commercials? Valuing $$ vs. personal principles #mktg420

@christi57674936: Personal Selling vs. Direct Marketing http://thepowerof3.wildboydesign.com/blog/bid/224963/Personal-Selling-vs-Direct-Marketing … #mktg420

@MingjueLi: http://www.youtube.com/watch?v=08JNjeinsdE … Preview of personal selling #MKTG420

@yu_yiwen: think about “where you want to live” and “what you wanna do” #Mktg420 @JessycaLewis @brentmac2

@m_Robers2009: Start at the bottom and work your way up. Great life advice! #mktg420

 

Jordan-“Love the game” commercial

MJ4

Haoxin  Yang

@thetappp

Corporation advertisement can be defined as aims to build the general reputation of the organization in the eyes of key constituents.

The objectives of the corporate advertising

•              Enhancing the firm’s image

•              Improving employee morale/attracting new employees

•              Communicate brands’ views on social, political, or environmental issues

•              Better positioning against competitors

•              Playing a role in overall IMC strategy

Corporate ad campaigns may take the form of:

  • image advertising
  • advocacy advertising
  • cause-related advertising
  • Green marketing underlies many of a brand’s advertising campaigns.
  • Corporate ad campaigns are most effective when they appear authentic.

This Jordan commercial “Love the Game” was launched in 2011 when the NBA is lockout because of the disagreement of CBA. This Jordan commercial “Love the Game” was launched in 2011 when the NBA is lockout because of the disagreement of CBA. This advertisement is launched for increase the images power of Jordan to support basketball fans and do not want people to stop playing basketball.

This video does not have any statement, slogan or word to describe Jordan brand however, three super star (CP3, Carmelo Anthony, and D wade) stands out playing in different court, club and street to show their passion with basketball; in this moment it shows me a big motivation that even if the highest level of professional basketball league is not working but people can still play basketball, do not matter where people live, religion, and trust.

The last part for this advertisement is shot in China which shows that Jordan also want to increase their brand power in China in order to get more market share and increase the recognition in China.

Thus, this advertisement shows a big momentum that Jordan support people to play basketball by motivate their morale and convey a positive message to enhancing their image. In addition, this advertisement communicates brands’ views on social and external environmental issues.

This video does not have any statement, slogan or word to describe Jordan brand however, three super star (CP3, Carmelo Anthony, and D wade) stands out playing in different court, club and street to show their passion with basketball; in this moment it shows me a big motivation that even if the highest level of professional basketball league is not working but people can still play basketball, do not matter where people live, religion, and trust.

Thus, this advertisement shows a big momentum that Jordan support people to play basketball by motivate their morale and convey a positive message to enhancing their image. In addition, this advertisement communicates brands’ s views on social and external environmental issues.

 

Great Guest Speaker Brent MacCluer

Zhongming Sun

@zhongming_sun

This Thursday, the guest speaker Brent MacCluer came to our class and made a great speech about how to find good internships and jobs. I think his tips and suggestions are all very useful, and I am very interested in him, so I search more about him on the Internet.

tools

I went to his Twitter, and find his posted one sentence on his front page, “Named Time Magazine’s Man of the Year in 2036”, and I think this may be his long term goal. Brent MacCluer talked about long term goal with us in class, and I think his long term goal gives us a great example. His goal does not say he must be very success in a practical area, but the goal says he must be the “top man” in some area.  As we know, if you want to be named Time Magazine’s Man of the Year, you have to make a great impact to the world, either in political, business, or etc, such as George W. Bush in 2000, Barack Obama in 2008, and Mark Zukerberg in 2010. Just like Brent MacCluer said, If your goal is to be the president of Coca Cola, and you became the president of Pepsi, it does not mean you did not achieve you goal. A long term goal should be how success you want to be.

I also find a website that includes more information about Brent MacCluer. We may already heard some of these from his presentation, but we still can find some new thing about him in this article. Here is the link: http://projects.registerguard.com/csp/cms/sites/web/business/22682298-41/story.csp

Since Brent MacCluer mainly talk about how to find good internships and jobs, I find a great video that will help us one this. The video name is “The surprising truth about what motivates us”. This video  may not directly related to how to find good internships and jobs, but it will  give us help.

https://www.youtube.com/watch?v=u6XAPnuFjJc

This video illustrates the hidden truths behind what really motivates us at home and in the workplace.

Sales promotions across different countries

Joseph Aborah

Sales promotions across different countries

Sales promotion is one of the seven aspects of the promotional mix. Sales promotion could be seen as a way for companies to entice customers to buy their product or use their services. A lot of times they would give out coupons, discounts, freebies, contest etc. to have customers choose their products instead of the competitors.

Being an international student one of the first things I do when I see something is compare it to how something of  similar kind would be back home. I do this with everything even promotions. In the United States you see promotions almost everywhere. This is the same thing in the Netherlands (my home country). Just like with the United States you see promotions everywhere and besides the language it is almost the same.  Here I have an example of two stores: Bestbuy and Mediamarkt.

http://www.bestbuy.com/

http://www.mediamarkt.nl/

Although the stores are in different countries they sell the same kind of products (mostly electronics). As you look at their website you notice right away they offer free shipping (“geen verzendkosten” in Dutch). By doing this they are trying to have customers buy products right away instead of going into the store.

Another thing you notice is how both stores advertise their cards. If a customer applies for their card they are able to get even more deals and by doing this both stores are trying to gain brand loyalty. If you go through both websites you will notice that there are many more similarities. At the end of the day the goal of both companies is to get customers to buy their product instead of that of the competitors, which is what promotions is all about. These examples show that although countries might have different cultures there are always possibilities for similarities.

 

Public Relations-All Good?

Dan Smith

@dsmith13uo

Public relations is defined by the textbook as “ the function that provides communications to foster goodwill between a firm and its constituent groups.” PR can be used for a number of reasons:

  • Promote goodwill: spread the word about efforts being made by the company
  • Promote a product of service: create awareness of a new offering
  • Preparing internal communications: disseminate information about possible moves being made by the company or to combat other rumors
  • Counteract negative publicity: damage control events that reflect poorly on a firm
  • Lobbying: communicate with the government to influence legislation
  • Counseling: give management insight into how to handle public issues that may arise

Often times, PR stunts are done to counteract negative publicity. This could be from a catastrophic event, such as BP’s oil spill in 2010, to Amy’s Baking Company just this past month. Another example would be a press conference for a professional sports player to counteract accusations, such as Kobe Bryant having to respond to rape accusations in 2003. This reactive publicity is the most well known because these are the situations that get most talked about. The less publicized PR attempts are the proactive ones. These happen before anything happens to influence consumers to believe a brand or company is on the leading edge. An example of this Coca Cola’s campaign to save the polar bears by having polar bear themed cans and commercials. Coke wants to make the world a better place and they let you know it with prominent displays on their products. Below is an example of one of the ways Coke got the word out, with a plush bear in a bottle.

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But is any PR good PR? This is an ad age old question. On one hand, negative PR can reflect very poorly on a company and sales can decline afterwards. On the other hand, it gets consumers talking about one’s company. Let’s look at Lebron James’s “Decision.” James held a 75 minute press conference on ESPN in which advertisement spaces were sold and proceeds were donated to the Boys and Girls Club; over $2 million was raised. How can such a heartfelt attempt turn so sour? James’s decision to join other superstars to “chase championships” and leave his hometown behind made many people despise him. However, looking at his choice, it was a clearly reasonable choice that he should not be judged for because it is his decision ultimately. In the end, James was able to raise millions of dollars for a charitable cause and ever since, ESPN and other sports outlets have not been able to not go more than a few days without mentioning his decision to go to South Beach. The value brought to the Miami Heat and Lebron James from this whole ordeal, whether viewed positively or negatively, is still value added on. A link to a video of “The Decision” is posted below.

Ultimately, any PR is good PR. Getting consumers to talk about a company’s brand is getting it in their heads, which can lead to sales. When a company like Nike or Apple has faced bad press regarding unfair labor practices in China, sales did not decrease. The companies made pledges to make changes, but ultimately has anything changed? Who knows. However, it got people talking about these companies and at the same time, helped push for positive change.

 

 

 

http://www.zdnet.com/amys-baking-company-crashes-and-burns-on-facebook-after-kitchen-nightmares-show-7000015434/

 

 

http://sports.yahoo.com/nba/blog/ball_dont_lie/post/lebrons-decision-was-awful-but-his-charities-are-thankful?urn=nba,wp2143