Neuromarketing – The ad man’s ultimate tool

A story by Nick Carr about Neuromarketing, the new tool in a marketer’s hand. Read more in the guardian article here.

At McLean Hospital, a prestigious psychiatric institution run by Harvard University, an advertising agency recently sponsored an experiment in which the brains of half-a-dozen young whiskey drinkers were scanned. The goal, according to a report in Business Week, was “to gauge the emotional power of various images, including college kids drinking cocktails on spring break, twentysomethings with flasks around a campfire, and older guys at a swanky bar”. The results were used to fine-tune an ad campaign for the maker of Jack Daniels.