Abstract
Advertisers today spend most of their time in understanding the science to peer into consumers' minds. Today Neuromarketing has given them the power to delve into our subconscious mind. It is always very difficult for a marketer to understand the customer mind set. How a customer selects a particular product or service, where they look for information and how they search for it. To investigate how attention levels influence users, this conceptual paper makes use of Neuromarketing as a tool to measure the level of attention that results from advertisement exposure and explores how different levels of attention influence users in conscious and unconscious ways.
Highlights
As we know Marketing is a:“Social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging products and value with each other” Kotler, Armstrong et al [24]
With the current decline of the power of advertising and rising competition amongst brands, the new marketing challenge is to create consumer value while receiving value in return according to Engel, Blackwell et al [8]
Money spent on design and release of marketing communication, notwithstanding all the preparatory research, may still not ensure the desired results
Summary
As we know Marketing is a:“Social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging products and value with each other” Kotler, Armstrong et al [24]. Charles young in his book “The Advertising Research Handbook says “ This is perhaps the prime reason why the researches , the world over, have started questioning the very premises on which responsible –for-marketing communications-people base their assumptions, judgements and research.”. What he is trying to say is that, marketing research has started questioning the premise that a target consumer will reflect his/her true thoughts in response to a questionnaire. Savlon was clinically proven to be a better antiseptic than Dettol Even though it was backed by Johnson &Johnson, for having advantages like better fragrance and non-stinging properties, it miserably failed in the Indian market. This is responsible rise of Neuromarketing, the field that has unprecedented potential of showing the path to profitable branding and advertising business
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