Understanding the art and science of new-age advertising: A neuromarketing perspective

Abstract

Marketers often rely on conventional marketing techniques to appeal to the purchase decisions of consumers. However, research has confirmed that human decisions are based on an unconscious process resulting in the creation of a gap between the perception of the marketeers and consumer expectations. Neuromarketing can be a useful technique to study the optimization of marketing communication. The objective of the present paper is to study the application of neuromarketing in advertising. In the first phase, two successful advertising campaign case studies and two failed advertising campaign case studies are presented to identify the need for neuromarketing in this competitive era. The perceptions toward neuromarketing were discussed with nineteen senior brand and marketing communication experts using a qualitative semi-structured interviewing technique. The use of grounded theory helped in unraveling the themes. Emerging themes suggest that neuromarketing has the potential to significantly strengthen the quality and effectiveness of advertising messages. However, there are some challenges like ethical issues and transparency in the application of neuromarketing. Zurawicki’si framework on three different dimensions of emotions, involvement, and cognition was proposed to be used as the framework. The contribution of this research would help understand how neuromarketing combined with conventional marketing approaches can create a subtler impact on audience’s mind and heart. Accordingly, new age strategies around the science and art of marketing communication can be devised and a new impetus can be provided to marketing theory and practice.