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Neurologically optimal advertising

Posted by Michael Bloch in web marketing (Wednesday April 23, 2008 )

I love these new terms that seem to pop up every day :). So what is neurologically optimal advertising?

It simply means ads that appeal, without the boffin spin that indicates a university degree was probably involved.

Well perhaps not quite that simple – the researchers that cooked up the term studied people using eye-tracking, galvanic skin response (GSR) and electro encephalograms amongst other whizz bang methodologies. The ad industry is getting a little scary.

Still, I’ve often thought of marketers as not much different from psychologists that focus in a given area. Marketing is all about discovering the pain and pleasure points in our patient, err I mean target group. And like a psychologist, we make, I mean help, people spend cash. Sometimes we even do some good.

According to NeuroFocus, a California based neuromarketing research firm; their testing shows that 75% of all content, not just ads, is not neurologically optimal.

I wouldn’t argue with that; but did you ever try out running “alert” banners that seemed to be designed to bring on seizures? They were shocking, but drew incredibly high click rates initially. Popups aren’t the most aesthetically pleasing thing in the world either, yet they work. Heck, what about CraigsList; that’s one ugly site… or Taming the for that matter :)

Anyhow, Neurofocus have created a list of 65 best practices to help marketers develop graphics based ads – unfortunately I wasn’t able to find much detail about these practices on their site, so it may be a pay-to-play teaser; but it’s certainly an interesting topic. You can read a little more about neurologically optimal advertising and Neurofocus in this MediaPost article.


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