COGNITIVE NEUROLOGY & IT’S USE IN MARKETING

SOURCE- PRESENTED BY BUSINESS LINE Saurabh Srivastava28TH OCT,2010

INTRODUCTION

• A memory is formed in our brain with the connections between millions of neurons & the electrochemical stimuli that passes between them.

• The strength of a memory depends on the strength of its neural connections.

• Memory is connected to several other associated memories.

AIM OF MARKETERS

• Marketers aim is to strengthen the connection between a particular brand & its benefits.

• The repetition of stimuli is key to strengthening any memory & this creates a brand image, & makes the customer loyal.

NIRMA

• Unwritten norm of the add industry is that the brand name should appear just once.

• The brand name appeared several times- Package shotsUsage shotsBenefit shots

JYOTHY LABORATORIES

• No any splurge on glitzy T.V.• Advertisement in a local magazine.Asked people to send a short poem using the

words ujala, whiteness,& clothes.To write something about the brand & its

benefits, in their mother tongue. Because of all this millions of neurons of

clothes & whiteness would have formed a very strong connection with brand ujala.

CONCLUSION

• THERE ARE MANY GREAT MARKETING IDEAS THAT ARE LYING UNUSED BECAUSE NO ONE HAS DISCOVERED THEIR TRUE WORTH.

• MARKETING IDEAS COULD BE TAKEN FROM ANY FIELD OF STUDY.