"If companies cut brand advertising, sales fall NOT because consumers forget to look for the product in the grocery store, but because their memory of the 'objective sensory experience' they have had with the product begins to degrade.
"The key function of Gatorade advertising is NOT just to make you reach for gatorade the next time you're hot and thirsty. The key function is also to make you recall your sensory response the last time you tasted Gatorade, to make you feel hot and thirsty all over again."
"Without ongoing advertising, the consumer's experience beings to match the actual product experience. This will fall below the recalled level of competitive products that continue to advertise...
"...and sales will fall."
(B.F. Hall, Journal of Advertising Research)
Posted at 12:23 pm by alwynlau
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Alwyn
January 25, 2007 06:55 PM PST
wow, this discussions is getting arousing (ahem, in a spiritual sense of course).
maybe i'll finally upload those NLP thoughts I've been toying with. in the meantime, if any of you have read R.Foster's "Celebration of Discipline", check out his chapt. on Meditation - it's like NLP in embryo form, :) |
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Alex Tang
January 25, 2007 04:41 PM PST
I am still not convinced by Hall's ideas and other NLP practices. It is Skinnerism in a way because it presumes our brain is wired in such a way that if we push the right buttons, we will perform in a certain way.
If that is so, it makes spiritual formation so much easier. |
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Derek L.
January 25, 2007 03:49 PM PST
Isn't that the whole point of so many NLP practices - to nudge the brain in the direction where you want it to go? You give the person a visceral rather than "logical" experience, and the experience is more likely to resonate because the person will pull up old memories to support what he currently feels. |
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Alwyn
January 25, 2007 12:53 PM PST
for me (being involved in marketing and interested in neuro-stuff), it's about whether these theories 'work'.
I recall critics of theologians saying that we're always talking about how the brain SHOULD think instead of exploring how it ACTUALLY functions.
If Hall's reported ideas are right, and I haven't yet come across strong counter-research, then it's worth looking into. It also sits well in the "NLP & Christianity" agenda...real hot area there, ;>) |
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z
January 25, 2007 10:40 AM PST
the funny thing is . . . gatorade is my fave sports drink because it does make a difference! (if you also drink plain water too) it tastes good, and helps replenish electrolytes or whatever it is that gives you that extra boost when you're exercising. i prefer it over powerade and 100-plus . . . haven't tried other kinds though.
i don't drink it when i'm not exercising though. only drink plain water when i'm not exercising. |
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LeonKJ
January 25, 2007 09:57 AM PST
I watched a very interesting documentary on BBC sometime back called 'Manufacturing Consent' named after Chomsky's book. It proposed that the US advertising industry borrowed ideas from Freud and formulated that the way to get people to buy stuff is to make emotional associations with the goods. Malcom Gladwell's Blink is a good update and correction to those ideas. |
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Alex Tang
January 24, 2007 09:12 PM PST
that's a lot of pseudoscience and to keep the advertising money coming in |
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