The KERN analysis employs neuroscience to assess the persuasive power of Super Bowl LVII advertising.
Lessons for CRM Marketers From The Neuroscience Behind 2023 Super Bowl Advertising, a ground-breaking paper from KERN, an Omnicom CRM Agency, was just released. The study offers a thorough examination of how effectively advertisements from the biggest stage in advertising appeal to consumers’ primal brains before their logical brains can comprehend them. Also known as System 1 and System 2 Thinking, this procedure.
While trackers like the USA TODAY Ad Meter provide ratings to advertisements based on what viewers like or dislike about them, neurobiology has confirmed that consumer preferences do not necessarily correspond to future purchases. The analysis from KERN examines the persuasion power of these multimillion-dollar Super Bowl commercials by measuring how consumers process, think about, and recall them.
Several high-profile Super Bowl commercials were examined using direct viewer observation, including eye-tracking, facial expression monitoring, and interest evaluation, under the direction of renowned neuroscientist Dr. Christophe Morin. In order to help CRM marketers relate the strength of brand storytelling to their customer communication initiatives using the principles of persuasion found in neuroscience, KERN has expanded these discoveries and produced lessons. Using the six primitive brain stimuli—personal, contrastable, tangible, memorable, visual, and emotional—to creative work achieves this.
“For the first time, we took the learnings garnered from an extensive scientific review of this year’s Super Bowl ads and applied them to the world of CRM marketing.”
Russell Kern, CEO and Founder, KERN
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