tag:blogger.com,1999:blog-33082850.post3092361857452150725..comments2023-05-14T00:31:18.565-07:00Comments on Madison Avenue: Neuromarketing: Hidden Persuasion or Junk Science?H. Martin Callehttp://www.blogger.com/profile/06169218556002941483noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-33082850.post-24387607682570435472009-10-17T05:18:20.294-07:002009-10-17T05:18:20.294-07:00I work as a sound designer for a major broadcaster...I work as a sound designer for a major broadcaster and in my capacity I try and bring an 'informed' approach to this aspect of their output. As I only provide one aspect of the overall product I can only provide one part of the jigsaw. The problem for most creatives, is that they rely completely on the 'executioners' (i.e. editors, directors, graphic designers, sound designers etc) and so have little direct control over the actual work itself. Marketers need to realise this fact more acutely, that 'to conceptualise' is far removed from 'to realise'. By increasing the awareness of the roles individual players can perform to affect the overall impact of an assignment, then it can only be better for the advertiser and consumer. Audio has a big part to play, the problem is is that very few people understand how to utilise it. I have just finished campaigns for Ford & Coca Cola, and even within these world leaders, the audio is completely overlooked. Pity.Unknownhttps://www.blogger.com/profile/16785912485295484543noreply@blogger.comtag:blogger.com,1999:blog-33082850.post-69174885920918304542009-06-11T18:07:32.176-07:002009-06-11T18:07:32.176-07:00But why focus on one part (audio) out of only one ...But why focus on one part (audio) out of only one product dimension (sensory) using your own mind or group of minds. There are hundreds of dimensions potentially (hence PRODUCT POTENTIALS) far more relevant than this drop in a bucket called audio. That's the kind of explorations our work fulfills with outstanding practical sales results (hence proven at companies like Procter & Gamble. In fact, using our methodologies rather than other's, our least successful new products have outperformed everyone else's most successful new products for the last 56 years.H. Martin Callehttps://www.blogger.com/profile/06169218556002941483noreply@blogger.comtag:blogger.com,1999:blog-33082850.post-87926872707226792382009-06-11T17:59:28.459-07:002009-06-11T17:59:28.459-07:00Good query. Not taken as an attack. Under the SENS...Good query. Not taken as an attack. Under the SENSORY PRODUCT DIMENSION or PRODUCT POTENTIAL (how does a product look, touch, taste, feel, smell, sound) we have looked at audio on every assignment for every product over the last 60 years. How is it used? Ever hear of "Snap, Crackle, Pop. Rice Krispies? Or the sound the door of an Oldsmobile makes when it closes? That campaign made Leo Burnett;s work famous for the brand. Copeland's music for beef was memorable, but didn't stop people from shying away from red meat. Some other Product Potential yet undiscovered is more relevant that could one day drive people back. Red meat just doesn't taste like red meat anymore. Not making any new age assertions here but soy fed, farm raised beef injected with hormones make red meat ain't what it used to be.H. Martin Callehttps://www.blogger.com/profile/06169218556002941483noreply@blogger.comtag:blogger.com,1999:blog-33082850.post-59506026956776940722009-06-09T13:29:09.771-07:002009-06-09T13:29:09.771-07:00When Lindstrom (in Buyology) talks about the role ...When Lindstrom (in Buyology) talks about the role of <b>audio</b> in advertising, he contextualises the findings in a way I haven't come across previously. How would your company be able to highlight the advantages of such a mechanism as auditory stimuli from your style of data-gathering. <br /><br />This is not an attack, but a genuine query.dogonauthttp://www.dogonaut.comnoreply@blogger.comtag:blogger.com,1999:blog-33082850.post-18596642299373985332007-09-13T20:20:00.000-07:002007-09-13T20:20:00.000-07:00Ah focus groups. Getting pecked to death by ducks!...Ah focus groups. Getting pecked to death by ducks!Anonymousnoreply@blogger.com