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Question:

Reflect on the contribution you think that neuroscience can make to help us understand advertising. Is it just an expensive new toy or does it help us get inside how people's minds work? If you were the advertising manager of Metro Trains Melbourne, would you consider the report a good investment? Why or why not?

 

Answer:

Neuroscience and neuromarketing and its impact on the people

Neuroscience is a scientific study of the nervous system, whereas the term neuromarketing is a field of marketing research which has been newly developed. Neuromarketing is still in the initial stages and needs further investigation (Kolar, 2015). It is different from the consumer neuroscience as it includes the scientific happenings of the research approaches. The goal of the consumer neuroscience is that it is related to the understanding of the consumer behavior.

Neuromarketing in association with the traditional marketing research theories can add essential insights in the decision making process of the human beings (Schaik, 2015). For this reason, neuroscience can support the businesses in their decisions regarding the placement of the products and their contributions in optimizing the “classical marketing-mix instruments like the product, price, promotion, and place of distribution policies, and also the brand research”.

Plato understood that the feeling and the emotions of the human beings should be seen as two separate phenomena. In reality neuromarketing “tries to give details about the impact that a stimulus will make in consumer’s brain” and a lot of researchers define neuromarketing to be a way to find the “buy button” in the human’s brain.

If I were the advertising manager of Metro Trains Melbourne then I would have definitely considered that the project was a good investment (Safety Risk, 2013). It is so because the amusing and a fun way to warn the people about the ways people can get hurt and even die. These are some of ways, the people will never think of dying. Thus the song starts as “dumb ways to die”. After watching the advertisement the people were more aware of the situations and were alert while stepping out on the road (TheAustralian, 2015). The success of the advertisement was that the ad was successful in creating an impact on the minds of the people and the short-term effect was that the accidents were reduced by 21 per cent. The second impact was a behavioral change campaign which aimed to change the attitude of the people and these campaigns need years to develop.

 

References

Kolar, E. (2015). Neuromarketing and Marketing Management: Contributions of Neuroscience for the traditional Marketing Mix (1st ed.). Retrieved from https://essay.utwente.nl/65319/1/Kolar_BA_MB.pdf

Safety Risk,. (2013). Dumb Ways To Die and A Strange Sense of Success – Safety Risk. Retrieved 7 March 2015, from https://www.safetyrisk.net/dumb-ways-to-die-and-a-strange-sense-of-success/

Schaik, K. (2015). How neuroscience contributes to neuromarketing (1st ed.). Retrieved from https://essay.utwente.nl/65341/1/vanschaik_BA_MB.pdf

TheAustralian,. (2015). Dumb Ways to Die 'has reduced accidents'. Retrieved 7 March 2015, from https://www.theaustralian.com.au/business/media/dumb-ways-to-die-has-reduced-accidents/story-e6frg996-1226666677010

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