Five-year neuroscience study shows brands should stop going for the ‘hard sell’ in TV ads

Brands that subtly weave a product they are trying to sell into a wider narrative stand a better chance of consumers recalling it later, a five-year neuroscience study has found.  In fact, ‘subtle’ advertising resulted in a 17 per cent higher memory encoding response than those that went for the hard sell.It will come as welcome news to marketers as the shift from product led to increasingly brand-led advertising continues. The Thinkbox-backed research saw 150 adverts each coded against over 50 different creative factors to then identify which correlated with long-term memory encoding (LTME) and people’s decision-making and future behaviour.  As well as overtly selling of products, people were also less likely to remember an ad if it emphasised hard facts and scientific information. By contrast, content featuring live filming…


Link to Full Article: Five-year neuroscience study shows brands should stop going for the ‘hard sell’ in TV ads