Without Burning Our Fingers on Things That Are Far Removed

In short: where customers previously regarded online as a more targeted alternative to physical retail, expectations have increasingly shifted to that of physical retail in a very short period of time. Wash hands on TV. 5. Effects of corona on advertising processing During the pandemic, almost every advertisement seemed to tap into the pandemic thematically. From complete storylines to accidental corona-related props. I was often asked to what extent this is useful from a commercial point of view. What happens in the brain when you use advertising to make people more aware of a not too rosy reality? Three do’s and don’ts for advertisers Unravel Research conducts EEG brain research into the effectiveness of advertisements. Particularly during the second half of the corona pandemic, we see a number of recurring patterns in the emotional response of the viewer.

Burning Our Fingers on Things That Are Far Removed

Based on this I have drawn up 3 do’s and don’ts: 1. Avoid covid-related cues unless the actual intention is to evoke negative emotion Cues such as face masks or phrases such as “in this strange time” generally evoke an aversive response. This can have a positive effect on the actual product in exceptional cases, if the ad uses a problem-solving structure. This is the case with a holiday advertisement that Pharmacies Email List starts with a covid cue (online group calling) and then cuts to beautiful images of exotic holiday destinations. The neural pain stimulus of corona paves the way for an extra positive reaction to the holiday. 2. Avoid awkward parts of the old normal. The other extreme is also dangerous for advertisers Images of frenzied crowds still evoke some uncomfortable reactions. The classic greeting of shaking hands also proves disastrous. We saw this beautifully reflected in an advertisement that we tested both before and after the lockdown. Before the corona pandemic, shaking hands led to an approving response from the brain.


Our Fingers on Things That Are Far Removed

But during a second measurement during the lockdown, the same moment suddenly turned out to be the low point of the commercial. 3. Show the ideal situation that is achievable in the short term What can you still show as an advertiser? Think of a drink with friends, a dinner with family or a team sport. And yes, that includes physical shopping. That hobby is anything but dead. Sources van Pommel, T., Dwyer, C., Zeitgeist, TW, & Polities, FH (2015). When the reaper becomes a salesman: The influence of terror management on product preferences. Journal of Economic & Financial Studies, 3(05), 33-42. Koch, J., From Meyer, B., & Scheme, G. (2020). Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis.

Leave a comment

Your email address will not be published.