About 90% of customer decisions are instinctive. So you should be seriously concerned with how your instincts work. Several theories and books have been written about how to make effective ads. However, it does not appear to have any significant effect in practice. If advertising grows (somewhat stagnant during the crisis), it is quantitative growth, not qualitative growth, dependent on increased efficiency. There is no increase in efficiency, even if it’s five more ads.
Lehits entrepreneurs use the knowledge of human thinking because they will be compensated for the hefty marketing and advertising expenses.
So the question is whether we are going the wrong way and getting harder and harder We are not hitting the wrong target.
In recent times, neuroscientists have often entered into the debate. Thanks to them, there is a suspicion that one makes decisions a little differently than we thought. We are proud of the “sane” in our name, we had no doubt that we act wisely and based on it – among other things – we respond to advertisements. This is despite the fact that the experimental results indicate something else.
Daniel Goleman was one of the first to point out that it works a little differently for people. In the mid-1990s, the book emotional intelligence broke the hitherto adored IQ rule. Many people still do not accept this. After all, this actually means that the primal feelings are above the gray shell! And even to the extent that the amygdala (the center of emotions and impulses in the brain) can inhibit rational thinking.
“The fetish of intellectual behavior hurts us more in learning how to create functional marketing campaigns.”
Instincts take precedence
This seemingly silly post is actually very important. When a cave bear or a train rushes to you, you have to act, not think. This also indicates that the amygdala response must necessarily be faster than that of the cerebral cortex. Let’s add a memory pile of emotional memories (they serve as a model for action) and it’s clear that we have to pay more attention to specific parts of the brain.
It is true that we have been using this equipment for tens or even hundreds of thousands of years. Today’s civilized human does not need to respond to a cave bear or a lion and throw a stone as soon as the hare jumps out of the bush. But the vain is right, the reactions, too We are no different from our ancient ancestors. So fetal behavior harms us even more when learning how to create functional marketing campaigns.
Does advertising work with humor?
Now let’s take a look at the local advertising scene. From several mouths it was possible to hear recently that a Czech viewer or reader It will not dwell on anything other than commercial propagandaA- If possible, with some intellectual banter until the gray veneer makes its way. I have no doubt that such a place or advertisement will interest the person, but what about competence? Sure, while the mind is having fun, the amygdala is observing something completely different. Let’s ask what is.
As I indicated, in front of the TV screen (or to my favorite magazine) We sit down with Cro-Magnon gear. What would this hunter and stone age collector be interested in? He might ask himself the following questions: Is it edible or not? Is it dangerous or safe? Is the man friend or foe? Shall I help him, I love him, do I hate him? In practical terms, these are the lower three floors of the Maslow pyramid, but they are not arranged hierarchically, but rather in a square. The amygdala judges them according to what happens in the advertisement.
What is the importance of consumption?
Let’s take a simple example. The BMW advertisement venue first opens an intellectual joke. Then the perfect car dashes onto an empty race track and finally recalls the headlines with less consumption, less emissions and more driving pleasure.
How many people buy a luxury car to spit money on gasoline? And this is definitely not due to the environment, although I don’t want to suspect that their environment has been stolen. Maybe here and there for the joy of hurry. But not by stealth at night. So who will buy a BMW? People who want to become male (or female) or keep the position. So an expensive car is like a tooth or a powerful stick. Therefore, our instinctive apparatus does not find a counterpart to a fixed template in the aforementioned ad. Less consumption and fewer emissions are not a symbol of success. Not even the inner driving experience. It should be visible from the outside. People should (the more the better) dodge such a car with respect or even fear. Yes, it does not fully comply with our “reasonable” principles, it may sound antisocial, but it works.
Is it edible?
Let’s take a look at another spot – Vitana dumpling soup. A typical advertisement with a humorous point that gets the viewer sharpened (which is why I saved it too and now use it as an example).
So the gray veneer got what it had. How does a chromosome interact? In the first place, he is not encouraged by loud music, including the phone ringing. Noise is a risk and therefore an indication that there is no time to eat. You can experience for yourself how you will taste in the restaurant, as you cannot hear your word through the sound stage.
Above all, the amygdala does not hear food sounds. Even visually, they are saved for consumption here, perhaps so that the actors do not use the props, it is very likely that they are made of plastic. Even the facial expression does not indicate that something delicious was eaten here. I may be overly critical, but I see the exact opposite, especially with my mom. So no clapping, no pleasure in eating food that someone bites, nor does it see. Is it even edible?
So the viewer has fun, but that’s the end of it. Subconsciously, he receives the same signal as if he was watching a play. There he also knows that a landscape is nothing but a canvas. It didn’t bother him, but it definitely wouldn’t cross his mind to take a break for a walk in the armored woods. Just as it never crossed his mind to consume inedible props from ads. Therefore, neither of the dual channels makes an argument as to why the product in question was purchased. I think few people buy them for fun at the dining table.
It is safe?
Let’s move from food to safety. Compare, for example, furniture ads in French and Czech magazines. There you will find a basket with eggs, a flower pot with rosemary, or bread or baguettes on the kitchen counter. In the domestic version, it is a simple ideal vacuum, maximized by a stainless steel enclosure polished with a single mirror. How about a crocodile? Well, he knows that An empty cave without signs of life is doubtful. Is there a lion hunting there? Is there a disease? He is nice, and tidy, he objects. But no one lives there, faced the amygdala. It could be dangerous.
How about sex?
The topless beauty touts a popular brand of jeans. According to the creators, the readers of the fashion magazine want to look like her. There would be something, we also have monkeys in our genes. It is a guarantee that we never have to try everything again by trial and error. When the other eats an unknown fruit and survives, I can fill my stomach with it. But does the anorexic model with purple eyes painted give a simple clue as to how to hunt males? Probably not, otherwise, in many cases these ads won’t necessarily make up most of the magazine’s content.
Cro-Magnon sees something else. Female actresses buy alpha males for the same reason they buy it with BMW. Usually only after they have offspring with another partner. However, most people choose this according to other criteria – The goal is to reproduce the species. Whether there are normal instincts or selfish genes, and whether we are actually diminishing rather than multiplying, the amygdala rules over completely different signals to the mind. Will these jeans increase my chances with a responsible man who will ensure that my children grow up in abundance and safety? Where is the evidence?
So imitation works, but a little differently. If the ad shows that another woman or girl has succeeded in this way, well, something is wrong and I can buy this ‘tool’. But extravagance, the delightful gray veneer, unfortunately is not something we want to imitate instinctively.
Why don’t the on-screen personal recommendations not work
This example also explains why it can be difficult to convert personal recommendations to TV screens. When you meet a familiar person face to face, you have an abundance of signals picked up by at least five senses. The spot only works with picture and sound. But even this will not be ignored if people in advertisements pass their recommendations honestly and of their free will. Which is difficult to arrange. So the mind listens to similar advice, but the emotional center does not. Even from facial expression and tone of voice We can know when a person is lying.
But the actors do the same thing, you can argue. How can they pull the audience down! Of course, you are right, because we can take part in a stage show or TV movie that we consider it a reality. The actors from the series love to do well, as the people in front of them immerse themselves in the street when they play the villains. So why does he not succeed in advertising?
It does not work. First, because the standard of people who play in commercials is slightly different from what it is in theaters or movies. Then there is a completely different motive. After all, there is a difference whether you want to prove yourself an amazing talent or make money by promoting dumplings. The mind may not perceive it, but the amygdala does. It is reported that only about 10% of the information is received consciously. The rest is stored in our brains without any clue. An example could be – a forbidden offer – subconscious advertising. The mind does not catch her, but it settles in her head ( More also in the book Lehits for the 21st Century).
Lehits marketing uses multiple communication channels
So far, the ad only reaches the recipient on one channel. And it speaks to the part of the brain that doesn’t have much to say about decision-making. As I mentioned earlier, neuroscience indicates that the gray bark helps us more in finding additional “reasonable” arguments for emotional decision-making. You can think about what you want and feel offended, for example, by the fact that, as a reasonable human being, we are controlled by low instincts, but The facts are facts. If you produce an ad that only addresses the mind, you would reach about 10% of competent brain mass. Don’t be surprised that it doesn’t work anymore.
So what’s the recipe for effective advertising? Reach your instincts! I bet just looking at someone will be more successful than an intellectual joke. But we want and need to be different, of course, so that dual communication can be used. In the upper layer she nurtures the mind, and in the lower layer the satisfaction of instinctive needs. To the aforementioned soup advertisement, I would like to add proof that the family really loves dumplings. And then I’ll serve it up, including a fun story.
You might find promoting food very easy as an example of where the solution itself is presented. So let’s try a “test stone” – an advertisement for washing powder. What do you usually see in it? Moms are happy that they washed off an indelible stain, damaging their baby’s clothes. And to whom is it displayed most often? Either directly to these offspring or to friends. But our instinctive model requires feminists to forgive women for demonstrating their ability to deal with the family with their husbands. However, you will find them there intermittently.
Is using instincts in marketing ethical?
To be clear, I am not joining the biologists, who claim this People have to act instinctively and can’t even blame it. The urge to infidelity, theft, or even bullying can always be corrected by reason. It would definitely hit even if it’s a higher investment in long-life commodities. But precisely because the cerebral cortex must solve such fundamental dilemmas, it leaves the daily decisions of the amygdala’s little things. As mentioned earlier, if he gets involved in the process, he is likely to look for an additional reasonable justification for his already chosen purchase.
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