Scantily clad women have been used to sell products to men for decades, and likely for millennia in one form or another. There’s little doubt that the typical male brain is wired to respond to attractive females in revealing attire. But is this a cheap attention-getting trick that has no real impact on sales, or does it actually work? Researchers shed new light on this topic by exposing subjects to either videos of women in bikinis or more neutral videos, and evaluating their decision making ability.
This has been one busy week and I am back with
week six of our Advanced Brand Strategy Masterclass. We are continuing on the
second part of brand strategy development framework which focuses on brand
identity, brand images and brand delivery. The delivery one is probably the
most important and interesting aspect.
Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments. I’ve written about olfactory marketing - appealing to the sense of smell - but what about sound?