The document summarizes key points from the book "Buy.ology" by Martin Lindstrom, which uses neuroscience experiments to explore the subconscious factors that influence consumer purchasing decisions. One experiment involved an fMRI study of 2,081 volunteers to understand how branding works on the unconscious brain. It discusses how product placement, emotions, and immediate gratification can impact choices. Another experiment looked at whether images of cigarette brands alone could trigger cravings in smokers. The book also examines how rituals, fears, religion and sex appeal are exploited by advertisers to influence customers at a subconscious level.
The Power of Laughter
Allowing Humor to Transform Your Life
In this dynamic, content-rich keynote, Michelle Neujahr inspires attendees to look at the funny side of life. Having experienced trauma and drama for most of her life, Michelle knew how do serious. What surprised her along life's journey was that being serious didn't move her forward - laughter did. Michelle has first hand experience with the Power of Laughter - it's power to heal, transform and connect her to others Attendees will be challenged to look at their trauma and drama differently, will learn new tools to embracing laughter and will be challenged to let humor in. Through stories and humor, Michelle will leave attendees with new tools they can implement immediately to allow more laughter into their lives.
Global Client Solutions processes payments for companies and consumers participating in debt settlement arrangements. The unique tools offered by Global Client Solutions help customers pay off their debts more efficiently to accelerate positive outcomes for both the companies and the customers.
The Power of Laughter
Allowing Humor to Transform Your Life
In this dynamic, content-rich keynote, Michelle Neujahr inspires attendees to look at the funny side of life. Having experienced trauma and drama for most of her life, Michelle knew how do serious. What surprised her along life's journey was that being serious didn't move her forward - laughter did. Michelle has first hand experience with the Power of Laughter - it's power to heal, transform and connect her to others Attendees will be challenged to look at their trauma and drama differently, will learn new tools to embracing laughter and will be challenged to let humor in. Through stories and humor, Michelle will leave attendees with new tools they can implement immediately to allow more laughter into their lives.
Global Client Solutions processes payments for companies and consumers participating in debt settlement arrangements. The unique tools offered by Global Client Solutions help customers pay off their debts more efficiently to accelerate positive outcomes for both the companies and the customers.
Smartphones as ubiquitous devices for behavior analysis and better lifestyle ...University of Geneva
Final PhD Defence presented in March 2016 at the University of Padua, Italy. 3 years PhD under the supervision of Prof. Ombretta Gaggi. Work focused on how it is possible to use smartphone to understand and analyse user behaviour, and how it is possible to use this information to further promote better lifestyle to individuals.
Social Media for B2B - Social3i - School of Visual Concepts Dec 7 2011social3i
This deck was used as the foundation of a 7 hour workshop at Seattle's School of Visual Concepts on the uses of Social Media for B2B Marketing. It was presented by Social3i Consulting on Dec 7, 2011.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
(Re)defining Cigarette Brands Through Human FundamentalsBRAND AVIATORS
Did you know that cigarettes act as the ultimate proof that death can be beaten, formidable organisers of time and linear integrators, life’s common denominator, mood regulators, promoters of self-possession, cognitive shifters, actuality filters, event distancers, suspenders of reality, promise of pleasure never satisfied, expressions of freedom especially in the face of death, forms of resistance, symbols of revolutions, universal connectors, illusions of stability, inducers of optimism, purgatory fire, self-reconciliators, loyal companions, the perfect tools of representations, thought stimulators, instruments of (tele)communication, master storytellers, rites of celebration, activity generators and time encapsulators?
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
Smartphones as ubiquitous devices for behavior analysis and better lifestyle ...University of Geneva
Final PhD Defence presented in March 2016 at the University of Padua, Italy. 3 years PhD under the supervision of Prof. Ombretta Gaggi. Work focused on how it is possible to use smartphone to understand and analyse user behaviour, and how it is possible to use this information to further promote better lifestyle to individuals.
Social Media for B2B - Social3i - School of Visual Concepts Dec 7 2011social3i
This deck was used as the foundation of a 7 hour workshop at Seattle's School of Visual Concepts on the uses of Social Media for B2B Marketing. It was presented by Social3i Consulting on Dec 7, 2011.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
(Re)defining Cigarette Brands Through Human FundamentalsBRAND AVIATORS
Did you know that cigarettes act as the ultimate proof that death can be beaten, formidable organisers of time and linear integrators, life’s common denominator, mood regulators, promoters of self-possession, cognitive shifters, actuality filters, event distancers, suspenders of reality, promise of pleasure never satisfied, expressions of freedom especially in the face of death, forms of resistance, symbols of revolutions, universal connectors, illusions of stability, inducers of optimism, purgatory fire, self-reconciliators, loyal companions, the perfect tools of representations, thought stimulators, instruments of (tele)communication, master storytellers, rites of celebration, activity generators and time encapsulators?
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
Did you know that cigarettes act as the ultimate proof that death can be beaten, formidable organisers of time and linear integrators, life’s common denominator, mood regulators, promoters of self-possession, cognitive shifters, actuality filters, event distancers, suspenders of reality, promise of pleasure never satisfied, expressions of freedom especially in the face of death, forms of resistance, symbols of revolutions, universal connectors, illusions of stability, inducers of optimism, purgatory fire, self-reconciliators, loyal companions, the perfect tools of representations, thought stimulators, instruments of (tele)communication, master storytellers, rites of celebration, activity generators and time encapsulators?
Excerpt from Common Culture Reading and Writing About American Po.docxgitagrimston
Excerpt from Common Culture: Reading and Writing About American Popular Culture. Ed. Michael Petracca, Madeleine Sorapure. Upper Saddle River: Prentice Hall, 1998.
Advertising's Fifteen Basic Appeals
Jib Fowles
In the following essay, Jib Fowles looks at how advertisements work by examining the emotional, subrational appeals that they employ. We are confronted daily by hundreds of fads, only a few of which actually attract our attention. These few do so, according to Fowles, through "something primary and prim itive, an emotional appeal, that in effect is the thin edge of the wedge, trying to find its way into a mind." Drawing on research done by the psychologist Henry A. Murray, Fowles describes fifteen emotional appeals or wedges that advertisements exploit.
Underlying Fowles's psychological analysis of advertising is the assumption that advertisers try to circumvent the logical, cautious, skeptical powers we develop as consumers, to reach, instead, the "unfulfilled urges and motives swirling in the bottom half of [our] minds." In Fowles's view, consumers are well advised to pay attention to these underlying appeals in order to avoid responding unthinkingly.
Emotional Appeals
The nature of effective advertisements was recognized full well by the late media Philosopher Marshall McLuhan. In his Understanding Media, the first Sentence of the section on advertising reads, "The con- tinuous pressure is to create ads more and more in the image of audience motives and desires."
By giving form to people's deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirts sleeves amd slow us down long enough for a word or two about whatever is being sold. We glance at a picture of a solitary rancher at work, and "Marlboro" slips into our minds. Advertisers (I'm using the term as shorthand for both the product's manufacturers, who bring the ambition and money to the process, and the advertising agencies, who supply the know-how) are ever more compelled to invoke consumers' drives and longings; this is the "continuous pressure" McLuhan refers to.
Over the past century, the American marketplace has grown increasingly congested as more and more products have entered into the frenzied competition after the public's dollars. The economies of other nations are quieter than ours since the volume of goods being hawked does not so greatly exceed demand. In some economies, consumer wares are scarce enough that no advertising at all is necessary. But in the United States we go to the extreme. In order to stay in business, an advertiser must strive to cut through the considerable commercial by any means available--including the emotional appeals that some observers have held to be abhorrent and underhanded.
Fowles I Advertising's Fifteen Basic Appeals
The use of subco ...
Everything you ever needed to know about incentives including: psychology, best practices, and cautionary tales.
In this eBook, marketers in companies who acquire subscription and other long-term customers will learn
- how you can use human psychology to improve your Conversion Rate and Customer Lifetime Value
- what are the dos and don’ts of successful incentive schemes
- which companies do a great job with incentives ... and which ones don’t!
Successful marketers know how to use psychological principles to understand their customers, in order to deliver exactly what those customers need and want. All it takes is a little psychological insight, and you're ready for roll. Psychology is power, and applying the following principles to your business can define a whole new approach, and lead to more marketing success than you ever thought possible.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...VarunMahajani
Disruption of blood supply to lung alveoli due to blockage of one or more pulmonary blood vessels is called as Pulmonary thromboembolism. In this presentation we will discuss its causes, types and its management in depth.
Explore natural remedies for syphilis treatment in Singapore. Discover alternative therapies, herbal remedies, and lifestyle changes that may complement conventional treatments. Learn about holistic approaches to managing syphilis symptoms and supporting overall health.
Recomendações da OMS sobre cuidados maternos e neonatais para uma experiência pós-natal positiva.
Em consonância com os ODS – Objetivos do Desenvolvimento Sustentável e a Estratégia Global para a Saúde das Mulheres, Crianças e Adolescentes, e aplicando uma abordagem baseada nos direitos humanos, os esforços de cuidados pós-natais devem expandir-se para além da cobertura e da simples sobrevivência, de modo a incluir cuidados de qualidade.
Estas diretrizes visam melhorar a qualidade dos cuidados pós-natais essenciais e de rotina prestados às mulheres e aos recém-nascidos, com o objetivo final de melhorar a saúde e o bem-estar materno e neonatal.
Uma “experiência pós-natal positiva” é um resultado importante para todas as mulheres que dão à luz e para os seus recém-nascidos, estabelecendo as bases para a melhoria da saúde e do bem-estar a curto e longo prazo. Uma experiência pós-natal positiva é definida como aquela em que as mulheres, pessoas que gestam, os recém-nascidos, os casais, os pais, os cuidadores e as famílias recebem informação consistente, garantia e apoio de profissionais de saúde motivados; e onde um sistema de saúde flexível e com recursos reconheça as necessidades das mulheres e dos bebês e respeite o seu contexto cultural.
Estas diretrizes consolidadas apresentam algumas recomendações novas e já bem fundamentadas sobre cuidados pós-natais de rotina para mulheres e neonatos que recebem cuidados no pós-parto em unidades de saúde ou na comunidade, independentemente dos recursos disponíveis.
É fornecido um conjunto abrangente de recomendações para cuidados durante o período puerperal, com ênfase nos cuidados essenciais que todas as mulheres e recém-nascidos devem receber, e com a devida atenção à qualidade dos cuidados; isto é, a entrega e a experiência do cuidado recebido. Estas diretrizes atualizam e ampliam as recomendações da OMS de 2014 sobre cuidados pós-natais da mãe e do recém-nascido e complementam as atuais diretrizes da OMS sobre a gestão de complicações pós-natais.
O estabelecimento da amamentação e o manejo das principais intercorrências é contemplada.
Recomendamos muito.
Vamos discutir essas recomendações no nosso curso de pós-graduação em Aleitamento no Instituto Ciclos.
Esta publicação só está disponível em inglês até o momento.
Prof. Marcus Renato de Carvalho
www.agostodourado.com
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Prix Galien International 2024 Forum ProgramLevi Shapiro
June 20, 2024, Prix Galien International and Jerusalem Ethics Forum in ROME. Detailed agenda including panels:
- ADVANCES IN CARDIOLOGY: A NEW PARADIGM IS COMING
- WOMEN’S HEALTH: FERTILITY PRESERVATION
- WHAT’S NEW IN THE TREATMENT OF INFECTIOUS,
ONCOLOGICAL AND INFLAMMATORY SKIN DISEASES?
- ARTIFICIAL INTELLIGENCE AND ETHICS
- GENE THERAPY
- BEYOND BORDERS: GLOBAL INITIATIVES FOR DEMOCRATIZING LIFE SCIENCE TECHNOLOGIES AND PROMOTING ACCESS TO HEALTHCARE
- ETHICAL CHALLENGES IN LIFE SCIENCES
- Prix Galien International Awards Ceremony
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
As flu season approaches, health officials in Bangalore, Karnataka, are urging residents to get their flu vaccinations. The seasonal flu, while common, can lead to severe health complications, particularly for vulnerable populations such as young children, the elderly, and those with underlying health conditions.
Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
To encourage widespread vaccination, the government is also collaborating with local schools, workplaces, and community centers to facilitate vaccination drives. Special attention is being given to ensuring that the vaccine is accessible to all, including marginalized communities who may have limited access to healthcare.
Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Department’s official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
I am just going to note that there are 11 chapters in the book but I am only going to talk about chapters 1-10, the last chapter is a conclusion chapter basically summing up the entire book.
fMRI = when a portion of the brain is in use that region will light up like a red-hot flare, by tracking this activation, neuroscientists can determine what specific areas in the brain are working at any given time. SST - Its basically a black turban like cap wired with a dozen electrodes, looped over volunteers heads and worn with a pair of viewing goggles. SST can also measure the degree of subjects emotional engagement, memory and approach and withdraw (i.e. what attracted or repelled them about an image)
The experiment as I already said was being conducted on 32 smokers and was being done to see if the warnings on cig boxes actually worked. The results - warning labels on the sides, fronts and backs of cigarette packs had no effect on suppressing the smokers cravings at all. Cigarette warnings whether they informed smokers they were at risk of contracting emphysemas, heart disease etc had in fact stimulated an area of the smokers brains called the nucleus accumbens aka the craving spot. It’s a spot on the brain that lights up when the body desires something i.e. alcohol or tobacco. When stimulated this nucleus accumbens requires a higher and higher does of whatever is craved to get fixed. So not only did the warning labels not stop or discourage smoking it actually encouraged smokers to smoke
Perhaps one of the biggest known experiments of all time. In 1975 Pepsi decided they wanted to tackle Coke so they set up an experiment in shops and supermarkets around the US and handed out 2 unmarked cups to consumers one with coke and one with Pepsi. Consumers were asked what they preferred – over half said they preferred the taste of Pepsi. Going by this than Pepsi should be out selling Coke but they were not. There are many theories on why Pepsi should be outselling coke for example Malcolm Gladwell in 2005 decided to try and interpret this. His result was that because consumers were only given a small cup of the drinks or ‘a sip’ and not a can or a bottle of them that they preferred the sweeter taste and weren’t overloaded by it – in other words they preferred the small sip of Pepsi they got but if they were to drink a whole can of it that there is the potential to be overloaded with sweetness. Therefore this is why he thinks Pepsi did well in the sip test yet Coke still lead in the sales race. However before Gladwell came out with this theory, in 2003 Dr Read Montague (director of the Human Neuroimaging lab at Baylor College of Medicine in Huston decided to re-look at the results from the 1975 test. This time however, he would be using fMRI scans. He completed two stages for the test with 676 volunteers. The first stage was asking them which they preferred or if they had no preference at all. This matched the original results – over half said Pepsi. They also drank some of each and again the part of their brain the ventral putaman (stimulated when we find tastes appealing) lit up too. The second stage however had him tell the volunteers which drink they were drinking before they drank it and then asked them which they liked more. This result showed 75% of volunteers claiming to like Coke more than Pepsi. Then in the fMRI scan not only was the ventral putaman lighting up but so was the medial prefrontal cortex – the portion of the brain that is responsible for higher thinking and discernment. This indicates that there was a ‘tug of war’ going on in the brain between rationality and emotions.
So what does all this mean? Well it means that the history of Coke, memories when drinking it, their ads, everything about the brand is more powerful than the taste of Pepsi. This shows us that emotions are the way in which are brain encodes things and these emotions will win every time. This study also proves that there is a link between branding and the brain but how strong it is, is really the shocker.
Princeton University study – using fMRI scans to see which subjects wanted more. Test was chose either a $15 voucher which you could get now or wait two weeks and get a $20 voucher. Part of the brain that reacts to emotion lit up but the possibility of getting something immediately caused an unusual flurry of stimulation in the limbic areas of most students brains (a group that is responsible for our emotional life and the formation of memory). What was found was if the students were more emotionally excited about something than the chances of opting for immediate gratification than the higher the chance of going for it.
Product placement is something I find really interesting in marketing, so interesting infact that my thesis for my undergrad was on how effective product placement in movies is. And what I found from completing the thesis – its not as effective as you think it is. Consumers are widely aware of product placement now and personally I have developed the most annoying habit when watching TV/movies etc is not only looking for the products that have been placed but also counting them. All I can say is thank god I do it in my head and not out loud. I actually picked the habit up in my final year when for one of our classes on product placement we had to watch the Will Smith movie ‘Hancock’ to count how many times there was a product placement – if your bored one night and have never watch it, its an alright film so watch it and see if you can count how many there is. Anyway, at the time of writing my thesis PP wasn’t permitted in Ireland and from what I remember was limited in the UK, it was however allowed in the US and other countries. As of May 2 nd 2011 PP has become legal in Ireland as long as the following rules are followed – these rules only apply to TV: Free product placement can be included in all types of programmes but paid for product placement can only be included in films, sport, dramas (one-off and series) and light entertainment Paid for product placement cannot feature in news, current affairs, documentaries, docu-dramas, religious programmes and children’s programmes The placement must be editorially justified It can not directly encourage the purchase or rental of the product or service There cannot be any undue prominence of the product or service Alcohol product placement (except drinks with over 25% alcohol content) is permitted but must comply with the wider advertising code. Viewers must be clearly informed of the existence of product placement (at the start and the end of a programme and when a programme resumes after an advertising break) Product Integration and thematic placement is not permitted The first paid for PP is on TV3 and came in last month - Kenco coffee will feature prominently on the Morning Show and Midday and will become the first paid-for product placement on Irish television since the Broadcasting Authority of Ireland revised its advertising code of practice earlier this summer. Under the 12-month deal, worth in excess of €250,000, Kenco will sponsor the two programmes and presenters Sybil Mulcahy, Martin King, Colette Fitzpatrick (pictured) and Elaine Crowley, as well as their panel of guests, will be expected to drink the instant coffee – or at least pretend to – from heavily branded Kenco mugs
American Idol: There are three main sponsors for AI Coke, Ford and Cingular who each spent $26 million per series. Lindstrom took a group of over 400 people in LA and hooked them up to the SST system to see if it was worth paying all that money for pp – how did he do this? ST is cheaper than fMRI, can be done on more people and is easier to transport. I showed you a photo of a SST at the start but in case you’ve forgotten Its basically a black turban like cap wired with a dozen electrodes, looped over volunteers heads and worn with a pair of viewing goggles. SST can also measure the degree of subjects emotional engagement, memory and approach and withdraw (i.e. what attracted or repelled them about an image) Well the first thing he did was show 20 images of products who aired 30 sec ad’s during AI including the three product placement logos as well as logos that don’t appear Fanta, EBay etc. He then showed a 20 minute clip of the show as well as another clip of another show and he then showed the logos again three times. So what did he find? Well before the show both branded logos from the show and the non-show related brands were remembered equally; after the show the ones that were related to the show inhibited the recall of unbranded logos. Well what does this mean for the three product placed logos? Coke was the most rememberable, followed by Cingular and finally Ford. Ford didn’t just come last though it preformed horrendously. It was remembered less after it was seen in the show than before. Lindstrom concludes that because coke is so integrated into the show – they have red walls in the auditions, the judge’s drink out of coke glasses and the judges chairs are shaped like coke bottles – that is why it preformed so well, this is in comparison with Ford who just had a traditional 30 second ad. It has to be basically dripping in the product for it to work in other words the results revealed that we have no memory of brands that don’t play an integral part in the storyline of a program – they become white noise, easily, instantaneously forgotten. From the study what also can be deduced is that product placement has also got to be slyer and sophisticated than just shoving a product somewhere for the sake of putting it there. It also has to make sense for the product to be there.
Mirror Neuron – discovered in 1992 in Italy when studying monkeys to see how the brain organises motor behaviours, looking specifically at F5 or the pre-motor area, they would light up not just only when the monkey would pick up a nut but also when they saw other monkeys picking up nuts. This was a surprise as generally it doesn’t respond to visual stimulation. Grad student eating an ice-cream = monkeys brain lighting up. Called mirror neuron’s because they are neurons that fire when an action is being performed and when that same action is being observed. However only light up when they are responding to ‘targeted gestures’ i.e. activities that involve an object – eating an ice-cream – rather than just a random movement. This neuron is also why we often unknowingly imitate people’s behaviour for example whispering when someone whispers to you, or in the case of my 21 month old nephew when I shake my hair around he shakes what little hair he has of around too. Mirror neurons are at work constantly in our brains – for example they are the reason if someone smiles we will most likely smile back, if someone hurts themselves we are likely to wince or flinch in sympathy for them.
They can also be activated when we are reading words – for example YAWN – Lindstorm wrote this in the book and asked if you yawned when you read it. I did. This is because mirror neurons work even when you are reading about a person’s behaviour.
Next we move onto mirror neurons and how they impact on buying behaviour. Lindstorm gives an example of walking through a shopping centre seeing a dummy dressed in a nice outfit and you thinking to yourself ‘oh once I buy that I’ll look like her’. Mirror neurons in this case are overriding your rational thinking and subconsciously imitate what you are seeing before you. Imitation is a huge factor in why we buy things. Lindstorm gives an example of seeing a product for the first time and thinking ‘ugh that’s horrible’ to seeing them over and over again and eventually buying them – in my case Uggs, I thought they were the well ugliest things I have ever seen in my life no matter how comfy they were I was never going to buy a pair, then both my sisters got pairs and almost everyone I know had a pair. I now own two pairs. However, when making that purchasing decision there is also the chemical dopamine working in conjunction with it. Dopamine is also known as the ‘happy hormone’. Dopamine overtakes are rational mind and affects are emotions when making a purchase. According to researchers it takes 2.5 seconds to make a purchasing decision. Also according to researchers in the area called ‘Brodmann 10’ of our brain is activated when we see products that we think are ‘cool’. It is also where we asses’ products based on their ability to enhance our social status. Lindstorm says ‘As marketers being to learn more about how mirror neurons drive our behaviour, they’ll find more and more ways to play upon them to get us buy’. This however is not only linked to shops and companies trying to get you to buy small goods – the new car smell is another example and one of the oldest tricks in the book to get people to buy a house? The smell of coffee and freshly baked bread.
In 1957 a market researcher called James Vicary coined the words ‘subliminal advertising’. He claimed that he had placed a mechanical slide projector in the screening room in a cinema that projected the words ‘drink coca-cola’ and ‘eat popcorn’ for 1/300 of a second onscreen every 5 seconds during the showing of the movie Picnic. He then went on to claim that sales of coca-cold increased by 18.1% and popcorn increased by 57.8%. In 1958 the American Television Networks and the National Association of Broadcasters banned subliminal advertising. In 1962 Vicary was challenged to repeat the experiment by Dr Henry Link the president of the psychological corporation, and he did. However this time there was no jump in sales. Why? Because Vicary had made the whole thing up. However the damage was done and people were afraid of ‘subliminal advertising’.The American Psychological Association defined SA as ‘confused, ambiguous and not as effective as traditional advertising’. 1974 subliminal techniques in advertising we banned after a book subliminal seduction was published with the tag line’ are you sexually aroused by this picture’. They were banned because subliminal techniques in advertising whether they worked or not, were ‘contrary to the public’s interest’. SA is officially defined as ‘visual, auditory, or any other sensory messages that register just below our level of conscious perception and can be detected only by the subconscious mind.’ No explicit ban on SA in the US or the UK however anything that ‘might’ constitute a deceptive or unfair practice is banned.
Harvard experiment: 1999 group of 47 people aged 60-85 gathered to be tested on the power of subliminal suggestions. Series of words were flashed at them while they played a computer game that they were told measured the relationship between their physical and mental skills. Group A were exposed to positive words (wise, astute, accomplished) Group B were exposed to negative words (senile, dependent, and diseased) – the purpose of the experiment was to see if subliminal messages about ageing could affect their behaviour. All participants were measured on walking speed and swing time (standing with one foot off the ground) and it was found that those exposed to positive words improved by almost 10% - therefore it can be concluded that those exposed to positive stereotypes had a positive psychological effect which then improved their physical performance Subliminal messaging when it comes to paying: Happy faces = consumers paying up to twice as much for drinks Angry faces = not as much
Used another fMRI machine Remember the first experiment - Anti smoking labels = mirror neurons lighting up and craving spots activated. This time he conducted two tests: Test 1 Shown images to do with cigarette brands but with no logos i.e. American west, cowboy on horse, Formula 1 and NASCAR stuff etc All images were associated with cigarette adverts back when governments allowed advertising Test 2 They were shown cigarette advertising images along with logos Want to see if the subliminal images would create the same cravings as images with logos Results: When shown packs of cigarettes, pronounced response in the nucleus accumbens (area for reward, craving and addiction) Shown test 1 = reaction in craving region of brain in less than 5 seconds and more activity in the primary visual cortex. More activity in reward etc region when shown test 1 than test 2 Direct emotional relationship between Formula 1 and NASCAR and cigarettes – consumers were subconsciously linking them Explaining results: Once you see logo you raise your guard you know that cigarettes are bad for you, but no logo = no raising of guard so brain is not on high alert anymore which leads to it responding subconsciously and enthusiastically to what they can see. Companies have successfully by passed government regulations by creating stimuli powerful enough to replace traditional advertising. Logo is 99% dead, logo free advertising is on the rise (Ralph Lauren, A&F etc). Philip Morris company (own Marlboro) pay nightclubs etc to fill their venues with colour schemes, specially designed furniture, ashtrays, suggestive tiles designed in captivating shapes similar to parts of the Marlboro loo and other subtle symbols when combined convey the very essence of Marlboro without the mention of the name. Using have red sofas in front of TVs with scene of the wild west designed to evoke the essence of the iconic Marlboro Man Also big sponsors of Grand Prix and Formula One – convey feelings of risk, cool, youth, dynamism, raciness and living on the edge. Drivers in red jumpsuits, cars painted red.
We all perform rituals everyday and Lindstorm refers to these as different stages: Getting up and getting ready – preparing for battle Eating meals with others – feasting Making ourselves pretty – sexing up Turning lights off/setting the house alarm etc – protecting yourself from the future Rituals are all to do with gaining control - many you don’t even notice yourself doing – not walking under ladders, avoiding cracks on the pavement, saying bless you to someone sneezing, toasting to good health. Rituals that have stuck with brands: Drinking a Corona with lime – only around since 1981 when a bar man put it in a drink to see if he could get others doing the same. 1990’s Guinness advertising ‘good things come to those who wait’ ‘119.53 seconds for the perfect pint’ – all to convince the English it is worth waiting for. The way you eat an Oreo cookie When Tipperary had no fridges Bulmers was served with a glass of ice – stuck with brand and now advertising uses ‘Bulmers over ice’. Fears: Number 13 in western culture – Brussels Airlines added another star to their logo to make it 14 Air France and KLM don’t have a row 13 Asian cultures have number 4 as unlucky and 8 as lucky. Hotels don’t have a 4th floor, mobile phone providers charge ‘premiums’ for mobiles with the number 8 in them. Kit-Kat is doing extremely well in Japan as it sounds like ‘Kitto-Katsu’ win without fail in Japanese – students eat it before their exams. They are in blue bags to make people think of heaven and now with ‘Prayers to God’ written on it people go online to send their prayers to him on the Nestle website. Superstitions: Dr Bruce Hood (Uni of Bristol) at a British Association Festival of Science in Norwich held up a blue jumper and offered £10 to anyone who would try it on; lots of people put up their hands to say they would he then said it once belonged to Fred West a serial killer believed to have murdered his wife and 12 other women; only a handful of people said they would still try it on; they then tried it on and Hood noticed people started edging away from them; he then told them it didn’t actually belong to Fred West but it didn’t matter.
Brands also have the 10 common pillars: For example Coke vs. Pepsi – one or other can’t be both – sense of belonging to the ‘club’. Sensory appeal is a big part of the world’s great religions – again how products look. Every successful brand has a story to it – it completes their own meaning. Hooters. Some products inspire wonder just by the scope of their vision i.e. Google maps Evangelism – when Gmail first launched only allowing x number of people to join. Symbols – crosses etc for religion – Nike sign, Apple logo etc etc Mystery – powerful in religion – brand = secret coke recipe; X9 factor in Unilever shampoo in Asia
Somatic Markers are the reason why you chose something. Its a chain link of concepts and body parts and sensations. Short cut within brain = choosing something faster/remembering not to touch the oven without an oven glove. For example German Cars – somatic marker = reliable, precision, rigor, efficiency etc = purchase of car. Advertisers try to make these by creating surprising and even shocking associations between wildly disparate things; humorous and memorable ads; fear – diet pills can cause a somatic marker - Sony and Spiderman 3 = men’s urinal on the roof of a bathroom
Can NM help a product succeed, can it help create a product that consumers will like, can it reliably scientifically predict the failure of a brand or product? Experiment to see if the show would air in the us Dec 2006 4 groups of 50 men & women using SST to see if show would be good Half the group shown a show that was a failure (The Swan); second half of group shown a show that was a hit (How Clean is Your House?) to ensure that the results would be accurate To ensure that there was no ‘novelty effect’ of seeing the show for the first time all volunteers were given a DVD 24 hours earlier to watch. Stage One: Given a questionnaire asking how they felt about the shows that they had just seen. Stage Two: SST results Both shows: 50/50 results for volunteers who claimed they would watch either the swan or hciuh, SST results said that they were more emotionally engaged with hciuh than the swan – what does this mean? SST backs up how well the shows actually did Quizmania – questionnaire results shows that as of now they rated it the least likely show they would watch out of both SST Results: Swan/hciuh – front part of brain said that engagement low to moderate, engagement high Quizmania – according to SST they all liked it even though in questionnaire they said the didn’t. Results said the if shown quizmania would be more successful than the swan but less successful that hciuh. It did air in the UK and Aus but its actually off air now…..
Roughly 1/5 of all advertising today uses overt sexual content to sell its products 2007 experiment in Uni of London Divided a group of 60 young adults into 4 groups 2 groups watched an ep of sex and the city, the other 2 groups watched Malcolm in the middle In the ad breaks one group watched sexually suggestive ads while the other didn’t So what did they remember? Well it turns out the group shown the sexually suggestive ads were not able to remember the ads better than the other group. The group that watched sex and the city actually remembered the ads worse – the researchers concluded that the sexually explicit ads were overshadowed by the show. Another experiment in New England showed that when looking at print ads men looked at the model more – bypassing the logo, brand name etc so much so they couldn’t even recall what product it was for. Only 9.8% of men could recall what the product was for, compared to 20% of men shown none sexual ads. This has been called the ‘vampire effect’ – when the content is taking away from the attention of what the ad is actually trying to say. Sex can be offensive to some people – A&F catalogue got complained about being called soft porn, Dolce and Gabanna ads were critiqued for promoting gang rape etc – however these can be more remember able due to the fact they cause offensive. Its all about the shock value. Ok so now are saying that sex doesn’t sell so what about beauty - are they more effective than using ‘real people’ ? A study in Uni of Florida showed that out of 250 women the more natural, un-made and the more clothes the models had on the more the women related to them. This result is similar to a 2001 survey which said that twice as many people will buy a product if it shows images of love (53%) than if it showed images of sex (26%) Taking all this into consideration we can now see why consumer generated advertising is on the rise. For example the Dove ‘real women’ campaign. Lindstorm says this is a ‘fasinacating marriage between the world of the airbrushed supermodel and the world of the ordinary consumer – a blurry union between perfect and not so perfect’ So if we say we don’t like sexy advertising how is it still selling? This all goes back to chapter three and the effect of the mirror neuron – by simply observing a model doing something , wearing something that we want to wear we will buy it. Its all about ‘wish fulfilment and planting a dream inside someone’s brain’. Lindstorm believes because we have all become so desentualised to sex – it is everywhere now – that advertisers will start to get sneakier in how they use sex in adverts for example he says that they will propose the idea and consumers will take it into their heads