1. COGNITIVE NEUROLOGY & IT’S
USE IN MARKETING
SOURCE- PRESENTED BY
BUSINESS LINE Saurabh Srivastava
28TH OCT,2010

2. INTRODUCTION
• A memory is formed in our brain with the
connections between millions of neurons &
the electrochemical stimuli that passes
between them.
• The strength of a memory depends on the
strength of its neural connections.
• Memory is connected to several other
associated memories.

3. AIM OF MARKETERS
• Marketers aim is to strengthen the connection
between a particular brand & its benefits.
• The repetition of stimuli is key to
strengthening any memory & this creates a
brand image, & makes the customer loyal.

4. NIRMA
• Unwritten norm of the add industry is that
the brand name should appear just once.
• The brand name appeared several times-
 Package shots
Usage shots
Benefit shots

5. JYOTHY LABORATORIES
• No any splurge on glitzy T.V.
• Advertisement in a local magazine.
 Asked people to send a short poem using the
words ujala, whiteness,& clothes.
 To write something about the brand & its
benefits, in their mother tongue.
 Because of all this millions of neurons of clothes
& whiteness would have formed a very strong
connection with brand ujala.

6. CONCLUSION
• THERE ARE MANY GREAT MARKETING IDEAS
THAT ARE LYING UNUSED BECAUSE NO ONE
HAS DISCOVERED THEIR TRUE WORTH.
• MARKETING IDEAS COULD BE TAKEN FROM
ANY FIELD OF STUDY.