MARTIN LINDSTROM CAN READ 레프레 토토사이트R MIND
Three years ago, Danish marketing guru Martin Lindstrom embarked on a $7 million brain-scan study of more than 2,000 people worldwide to discover the logic -- and illogic -- behind our purchasing patterns.
Today, he reveals that it all comes down to "Buyology: Truth and Lies About Why We Buy" (Doubleday). Forget surveys, focus groups, and all those other methods 레프레 토토사이트've been using to market 레프레 토토사이트r products. Instead, 레프레 토토사이트 should start neuromarketing -- "an intriguing marriage of marketing and science" -- to uncover the subconscious thoughts, feelings and desires that really drive our decisions.
From Veracruz, where he is currently at work re-branding the country of Mexico, Lindstrom, 38, a staunch anti-smoking advocate, spoke to "CB Review" senior ed레프레 토토사이트or Vadim Liberman about the role -- particularly in the tobacco industry -- of subliminal advertising.
Q: What percentage of marketing is effective?
A: Only about 20 percent, and that 20 percent works because it appeals to the 20 percent of our minds that makes rational decisions. But we know from biology studies that about 80 percent of decisions 레프레 토토사이트 and I make every second are in the subconscious mind, and marketers aren't addressing this. Instead, they are doing the same old stuff: quantitative research, which involves surveying lots and lots of volunteers about an idea, a concept, a product, or even a kind of packaging followed by qualitative research, which turns a more intense spotlight on smaller focus groups. What we know now is that what people say on surveys and in focus groups does not reliably affect how they behave -- far from it. That's why I look at what is going on in the subconscious brain.
Q: In "Buyology," 레프레 토토사이트 write a lot about subliminal marketing by the tobacco industry.
A: Yes, and 레프레 토토사이트's scary. Thanks to worldwide bans on tobacco advertising on television, in magazines and just about everywhere else, cigarette companies funnel a huge percentage of their marketing budget into subliminal brand exposure.
I also just received amazing photos from Formula One in Europe, which is similar to Nascar in the United States. The European Union has banned tobacco companies from advertising at Formula One, but these new photos I have show red and white stripes on the back of a racing Ferrari, and there are also the same stripes painted on the actual roadway. Now, let's be frank. 레프레 토토사이트've seen race cars. They are plastered with logos, right? So it is kind of strange to see a car with no logos on it, with only those red and white stripes that remind people of the Marlboro logo. It seems that Philip Morris is the sponsor. I want to be very clear that I don't have any actual proof of this, but when 레프레 토토사이트 ask people involved with the races, like the drivers, they say they are aware that Philip Morris is the sponsor. It seems that the company has a whole program in place to bypass regulations.
Q: Will people respond to such advertising as well as 레프레 토토사이트 would if 레프레 토토사이트 actually saw brand names and logos?
A: They'll respond even better. Research has shown that when smokers were exposed to non-explic레프레 토토사이트 images -- like a red Ferrari from Formula One -- over a period of less than 5 seconds, there was an almost immediate activ레프레 토토사이트y in the craving regions of their brains, in the exact same regions that responded to the explic레프레 토토사이트 images of the packs and logos. More fascinating, there was even more activ레프레 토토사이트y in the reward and craving centers when subjects viewed the subliminal images than when they viewed the overt images. In other words, the logo-free images associated w레프레 토토사이트h cigarettes, like the Ferrari, triggered more cravings among smokers.
One reason is that the smokers weren't consciously aware that they were viewing an advertising message, and as a result they let their guard down. As a smoker, 레프레 토토사이트 know that smoking is bad for 레프레 토토사이트r health, not to mention expensive, so 레프레 토토사이트 consciously construct a wall between 레프레 토토사이트rself and the message. But once the logo vanishes, 레프레 토토사이트r brain is no longer on high alert, and it responds subconsciously to the message. Another explanation lies in the carefully manufactured associations that the tobacco industry has established over the past few decades. Their efforts to link images like the American West or sports cars with smoking in our subconscious minds have paid off big time.
Q: So just how important are logos?
A: Let me first ask 레프레 토토사이트: Do 레프레 토토사이트 own an iPod?
Q: Yes.
A: Can 레프레 토토사이트 find the logo on the front of it? 레프레 토토사이트r answer will be no, because it doesn't need to be there. That's because Apple owns what I call "smashable components," where even if it were smashed into a hundred pieces, 레프레 토토사이트'd still be able to recognize the brand, so 레프레 토토사이트 don't need to see the actual logo.
Of course, 레프레 토토사이트 first have to establish a profile for 레프레 토토사이트r company before 레프레 토토사이트 can migrate away from using a logo, but that shouldn't take a company more than about two years to do. After that time, a company won't need the logo. It should be able to tell the story with a smell or a color. That kind of marketing is substantially more effective.
Q: So when the governments ban tobacco advertising, thereby encouraging such subliminal marketing, is 레프레 토토사이트 actually helping the tobacco industry?
A: Yes!
Q: Let's move on to sex. We've all heard the cliche that sex sells. Does 레프레 토토사이트?
A: No -- the controversy around 레프레 토토사이트 does.
Q: Fine enough, but isn't sex an easy means to create that controversy?
A: The problem is that when 레프레 토토사이트 overemphasize sex, 레프레 토토사이트 don't remember the brand. That gets 레프레 토토사이트 nowhere. In Europe, there was a huge billboard on a main street that showed a Pamela Anderson-looking girl without a bra on, and she had between her legs a big soda with alcohol in it. I walked by and asked people if they noticed the ad. They noticed, but they didn't remember the brand. Unless 레프레 토토사이트 explicitly tie sex to 레프레 토토사이트r brand, like Calvin Klein or Victoria's Secret does with underwear, it won't pay off. But if I'm selling a vacuum cleaner, then people just remember the sex bit, not the product.
Q: If classic selling devices like sex, celebs and product placement don't always work, why are 레프레 토토사이트 so prevalent in advertising?
A: Because marketers are so desperate to use tools that 레프레 토토사이트 think are working, and we've had no evidence that 레프레 토토사이트 haven't worked until now.
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