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Hook - The Consumer Engagement Blog

From the monthly archives: September 2010

We are pleased to present below all posts archived in 'September 2010'. If you still can't find what you are looking for, try using the search box.

Paula Martin's avatar

Reaching the Buying Brain


Are there really differences in how marketers should sell to Boomers, Men, Women and Moms? In his new book, "The Buying Brain: Secrets for Selling to the Subconscious Mind" author A. K. Pradeep takes readers through the studies and metrics that neuromarketers use. He also gives marketing advice based on the data accumulated by NeuroFocus, the largest neuromarketing service. Case studies are used to investigate common problems faced by marketing professionals. Pradeep devotes an entire chapter to new moms. Research indicates that women who become moms undergo brain changes that significantly affect how they perceive and respond to advertising messages. This is especially important considering women still control 85% of all household purchases. Learn more about "The Buying Brain" from this neuromarketing blog http://www.neurosciencemarketing.com/blog/articles/buying-brain.htm

Paula Martin's avatar

Brands CAPTCHA Attention Online: Favorable or Unfavorable?


Think about the last time you had to type in a security code while visiting a website, perhaps to make a purchase or just to get through the security of the site.
Those funky fuzzy letters are called CAPTCHA--an acronym for "Completely Automated Public Turing test to tell Computers and Humans Apart". The distorted messages require your undivided attention (and what advertiser doesn't want your undivided attention?). 


Solve Media has figured out a way to allow advertisers to take advantage of the CAPTCHA space. Instead of typing in the fuzzy funky words, users will be asked to type in a brand slogan or phrase. The question left hanging is, will consumers remember the frustration of having to type in a brand slogan on a website, or fondly remember the brand? Ad Ages reports on this new CAPTCHA quandary at http://bit.ly/be8liU


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