According to a research study, “Reconsidering Recall and Emotion in Advertising,” published by Gallup-Robinson in the Journal of Advertising (March 2006),* neurologists believe that the attentioning process is largely out of the conscious control of an individual. Emotion rather than cognitive/rational response guides what people pay attention to.
Sure, companies want to know that their marketing efforts are going to succeed before they begin. Analytic minds want logic to justify their investment. The reality is, that’s not always possible because sometimes quantitative analysis just isn’t practical. But that doesn’t have to mean you can’t be decisive. Just as we firmly believe that emotion [...]
You just need to get creative. Want to get more out of your marketing effort while spending less? Get smarter about your customers and prospects by learning as much as you possibly can about them. We’re not just talking about demographic information—the standard stuff like age, income, geography—that’s just scratching the surface.
Sure the Web is providing greater access to more information than has ever been available before. Online media is building new audiences — and creating new avenues for self-expression. But let’s face it. The Web is also a force behind the decline of newspapers and plummeting TV news ratings. And that’s not good for the [...]