However, when subjects learned the brand of the drink, their limbic structures, which are responsible for memories, emotions, and unconscious information processing, showed increased activity. Therefore, brand knowledge significantly changes the perception of drinks.
Daimler used a unique approach based on penetration data neuromarketing principles in its Mercedes-Benz advertising campaign. Instead of traditional methods of attracting attention, advertisers decided to imitate human faces on the front of the car. Research has shown that such unusual advertising activated the pleasure center in the brains of the subjects, which in turn led to a 12% increase in the company's sales in the first quarter.
An analysis of Frito Lay's advertising led to an interesting conclusion: 30-second commercials are more effective than their 60-second counterparts.
But this principle is not limited to advertising. Neuromarketing has also found its application in the film industry, where it can be used to track audience reactions to the development of the plot, special effects, and various endings of a film. One interesting example of the application of neuromarketing is the study conducted on the film "The Good, the Bad, and the Ugly."
The results showed that the audience reactions were quite standard. This fact allows some producers to use neuromarketing methods to choose the most attractive ending of the film to satisfy the tastes and expectations of the audience.
In a fascinating study by Innerscope Research, we shed light on understanding audience reactions. The experiment involved subjecting more than 1,000 people to changes in heart rate, breathing, eye movements, and sweating while watching trailers for 40 different movies.
The most vivid and emotionally charged reactions were observed when watching popular blockbusters, in particular, the film "Pirates of the Caribbean 3". Now it is clear why the film was able to collect a staggering $90 million in just its first weekend of showings.
Thus, it can be argued that neuromarketing is a powerful tool that can help predict the success or failure of a film.
