Marketing methods
October 30, 2008 (Thursday)
National Geographic magazine has been around a long, long time. I have a set of C.D.’s that display complete copies of all the National Geographics from its earliest to its recent years.
As I look through these magazines, I am especially interested in the advertisements. The first ads were very strait forward, and gave reasons why a consumer should buy the product. As advertising agencies became more aware of trends in culture, the ads became more subtle in their approach, appealing to ideas such as success or pride.
Today a totally new approach is making its appearance. Ads are being based upon research of the human brain. They call it neuromarketing. A new book, “Buy-ology,” by Martin Lindstrom, explains it. This sounds a lot like a book I bought years ago, entitled, “Subliminal Advertising.” Today’s ads, however, are much more sophisticated.
Studies are done with MRI’s and EEG’s, procedures designed to diagnose disease but which prove useful in measuring reaction to stimuli. Based upon these studies, ads are used that motivate people subconsciously. Groups have been organized to monitor the ads, especially those aimed at children, and lobby for laws to limit their use.
Once upon a time, the message of the ad was, “Our product is the best.” The message of the ad today may be, “You want it and you know you need it.” This analogy, of course, is an oversimplification. But now that we know that many of the ads to which we are exposed every day are using scientific methods to motivate us to buy something we may not really need, shouldn’t we be a little more careful before we plunk down the plastic and say, “Charge it?”