Growth

Rich and Co.

Expert Problem Solving Content Is Best Growth Tool – Science Suggests

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This supports our efforts to focus on the expert problem-solving IP and the main prospecting tool for our clients – and our own work.

There has been a recent emphasis on content but little research supporting it — here is some.  Also support for neuromarketing.

Take Aways

  • “An ad is only as strong as its central argument, which matters more than its audiovisual presentation
  • This is the first time research has shown an association between cognition and brain activity in response to content and format in televised ads and behavior.
  • If you give someone an unconvincing ad, it doesn’t matter what format you do on top of that. You can make it sensational. But in terms of effectiveness, content is more important.”

Anti-Smoking Ads With Strong Arguments, Not Flashy Editing, Trigger Part Of Brain That Changes Behavior Apr. 23, 2013

Researchers…have shown that an area of the brain that initiates behavioral changes had greater activation in smokers who watched anti-smoking ads with strong arguments versus those with weaker ones, and irrespective of flashy elements, like bright and rapidly changing scenes, loud sounds and unexpected scenario twists.

This is the first time research has shown an association between cognition and brain activity in response to content and format in televised ads and behavior.

Even ads riddled with attention-grabbing tactics, the research suggests, are not effective at reducing tobacco intake unless their arguments are strong. However, ads with flashy editing and strong arguments, for example, produced better recognition.

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Written by Rich and Co.

April 25, 2013 at 5:16 pm

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