In the Hahn tv spot, alike the P&G ad that we have seen in class, the neuro testing report shows that some segments are more stimulating than others. It also demonstrates that some parts are more appealing to one gender to another for example. However, beyond the gender, some segments stand out like the drum kit scene which was really effective thanks to a good memory encoding. As a consequence, lessons can be drawn by the brand: this scene could be used by the brand in their communication strategy.
Moreover, what I found particularly fascinating was the link between an effective ad from the neuroscience point of view and its effect on sales. The internet article “IPA Effectiveness Award winner John Lewis credits Neuro-Insight research” from neuro-insight.com written by Joe Fernandez highlights the strong correlation between these two elements. Indeed, John Lewis’ Christmas 2011 advertising campaign was awarded the Grand Prix at the IPA Effectiveness Awards has led to an important increase the sales and the profit of the brand as a consequence of a change in consumer behavior and perception.
However, from a consumer point of view, I consider that neuromarketing is, in a way, a “drift” in our