What Is Neuromarketing Based On

1. What is neuromarketing based on?

subliminal messages
puzzles and logical deductions
sensory stimulation
Correct
Neuromarketing is based on sensory stimulation, in the hopes of awakening good feelings about a product or image. It does so, however, with solid scientific evidence from brain studies.

2. Who invented neuromarketing?
scientists at Duke University
psychologists atHarvard University
researchers at Stanford University
Incorrect
Harvard psychologists developed neuromarketing in 1990 based on the concept of "meme" created by British evolutionary biologist Richard Dawkins.

3. What is a meme?
a viral video with "accidental" product placement
a behavior that spreads within a culture
a marketing concept based on subjective learningCorrect
Memes are beliefs or behaviors that spread from one person to the next naturally within a culture. With the concept of meme, the belief or behavior is self-replicating, at least while it lasts. Examples of memes are catchphrases people in a particular region use, conspiracy theories, urban legends, Internet slang and even fashions.

4. How are memes used in viral marketing?
to make adslook more attractive
to elicit responses in potential buyers
to trick buyers into thinking a product is better than others
Correct
Memes, or memetics, are used in viral marketing to hopefully catch on and spread from person to person or through the Web. An example is the current use of pink to represent breast cancer. Even if it didn't start out with that intent, the use of pink in products nowassociates with advocacy for the disease. The smell of freshly baked bread usually equates to coziness and a loving home. It's automatic in people's brains, so marketers can use the smell or image of baked bread to sell a product they want people to associate with comfort and home.

5. What was the "Pepsi Challenge"?
a neuromarketing technique to promote Coca-Cola
a blind test todemonstrate meme influences
a 1990s advertising campaign for Pepsi that showed neuromarketers at work
Correct
During the Pepsi Challenge, people were given either Coke or Pepsi to drink without being told which one they were drinking. Test results (obtained using brain scanning technology) showed that Pepsi produces more feelings of rewards in the brain, but the majority of consumers still prefer Cokebecause of childhood memories, associations and past feel-good advertisements -- meme influences.

6. The Zaltman metaphor elicitation technique (ZMET) is a neuromarketing technique designed to entice a response using:
a focus on background sounds
only words, no images
only images, no words
Correct
ZMET is about image-only ads. Absolut vodka, for example, has run a campaign for yearsusing a picture of the product's bottle disguised as something else. To understand the ad, viewers need to pause for at least a few seconds and look closely. This affects the reward center of your brain as you think to yourself: "I solved the puzzle!" and also forces you to pay attention to the product, branding it into your memory.

7. Which of the following companies is famous for using ZMET inits marketing?
Pepsi
General Motors
Adidas
Correct
Ads featuring General Motors pickups exploring the back roads of America appeal to potential buyers without the need for words.

8. What is the "reptilian brain"?
the thinking, analyzing region of your brain
the instinctive part of your brain
the reward pathways of your brain
Correct
The reptilian brain is the basic section of yourbrain that controls impulses and instincts, such as the fight-or-flight response, balance and posture, and even the "buy" response to advertisements. This is the area of your brain that neuromarketers target.

9. How do neuromarketers know best whether their techniques are working?
They don't, except from product sales charts.
They use focus groups and questionnaires to evaluate their...