Marketing consultancies are companies that carry out consumer. Research with the aim of providing other organizations with information with which they. Can design their strategies in the most efficient way possible. They define the guidelines to follow in terms of: the characteristics that DW Leads their products/services must have, the most appropriate pricing policy, the most suitable. Distribution channels as well as the communication strategy that could have the greatest impact on their target. Specifically, a large part of smes and large international companies are interested in knowing. How to design advertising campaigns in the most efficient way possible, making the most of every euro invested. Now, when is an ad effective? To answer this question, it is necessary to resort to marketing.
Neuromarketing and Communication
Communication studies, which affirm that effective communication is one that simultaneously generates. Positive cognitive responses (great attention, recall of the message) and affective responses (emotional reactions, aroused agreeableness). And this is why neuromarketing is essential . Neuromarketing and communication. Taking into account these two atlantic coast cotton main features that efficient communication must have (generate attention and emotion), marketing consultancies and a large part of scientific research have traditionally used self-report. Techniques (surveys, in-depth interviews, focus groups, etc) to conclude what elements an advertisement must have to be effective (color distribution, duration, type of images, assertiveness of the message, voices to include, etc).
Consumer and Neuroscience
But are these techniques really adequate to determine if an ad has caught the attention and excited the viewer? According to the most recent communication studies, no. No, because although it is true that they are relatively fast and cheap techniques, their responses (voluntary, by the way) are subject to social desirability. And no, above all, because 95% of the decisions of that viewer who saw the ad are made at an unconscious level and, therefore, have no place in a questionnaire. Consumer neuroscience precisely, consumer neuroscience arises to safeguard the drawbacks of traditional measures. And it is that neuromarketing techniques (as some call it) use the knowledge of neuroscience, biology, psychology or neurology to objectively study consumer behavior. Specifically, they can be used to find out whether or not an advertisement has generated attention and emotion.