Growth

Rich and Co.

Your Content Matters to Change Behavior

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We are hired to help our clients produce expert content and distribute it to target key decision maker groups.   Here is some evidence to support expert content as changing behavior and not flashy superficial marketing.  It is also some 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…”

Longer article – http://wp.me/p167Bf-5t8

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Written by Rich and Co.

June 24, 2013 at 5:22 pm

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