|
|
Neuromarketing: MANAGEMENT OF CONSUMERS’ ATTENTION
The media and revolution
The media are inseparable element from our reality [Latin: means, agent]. Their influence
on individual and the whole communities is irrefutable. More than two hundred years ago (1774)
Irish philosopher, Edmund Burke, said: “there were three Estates in Parliament, but in the
Reporters Gallery yonder, there sat a Fourth Estate more important far then they all” [1].
There are a lot of coined terms which describe surrounding world: media civilization
(Tomasz Goban-Klas, Polish sociologist, authority on media), mass culture, mediocracy (Philips),
The Electronic Republic (Lawrence K. Grossman, former president of NBC News and former
president of the Public Broadcasting System [2]).
Neuromarketing Mechanism
For every modern firm the main commodity is the information, which comes under the
market mechanism and the law of supply and demand. It is said that there is nowadays the
information economy, information industry, knowledge based society and the information society.
The media undergo greater digitalization with regard to incredible development of the latest
technologies. Lawrence K. Grossman said: „Gutenberg made everybody a reader. Xerox made
everybody a publisher. Interactive telecommunications is making everybody a potential lobbyist.”
[3]. Nowadays everyone who has the Internet access is able to establish own radio station,
television station or newspaper. The competition on the media market is growing – the number of
recipients is limited and the mass media are undergoing the greater fragmentation process. How do
advertisers find themselves in such a situation? The result of the scattered media is the cost rise of
reaching the recipients.
Because the media are not uniform, advertisements have to be more
attractive and personalized. More and more popular is direct marketing. Maybe someday there will
be the advertising unit elaborated in detail on the basis of databases, directly addressed to the
specific recipient. In all probability the contents of such advertising unit will be very interesting,
compatible with the social status and lifestyle of every special recipient.
Another problem is the effectiveness of the advertisement and the
Another problem is the effectiveness of the advertisement and the presence of the science in
its realization. The sources of knowledge, which are the foundations of the modern marketing, are
going back to the fifties last century (sic!). Robert Heath (author of “The Hidden Power of
Advertising” and the founder the Value Creation Company) said, that we live nowadays in “the
advertising stone age” [9]. Since then many domains have been developed, such neuropsychology, cognitive psychology, neuroimaging, cognitive science psycholinguistics. The attainments of these domains constitute wealth of information regarding consumers’ consciousness and their behaviours
as well as factors that are influencing on decision-making process oriented to purchases. The marriage of these sciences and marketing bore fruits in the form of the new discipline–+ neuromarketing, which is probably the only one chance of advertisement to survive the media
revolution.
Source: University of Technology, Faculty
of Management, Poland,
|
