CONSUMER

BEHAVIOR AND
NEURO MARKETING
Sit Dolor Amet
INTRODUCTION
◦ Neuromarketing” loosely refers to the measurement of physiological and neural signals to gain insight into customers’
motivations, preferences, and decisions, which can help inform creative advertising, product development, pricing, and other
marketing areas. 
NEUROMARKETING BY COCA COLA
◦ Coca-Cola has marketed their product with not only the red and white colors with the scripted font, but with the use of the “coke” bottle
itself.
◦ In its logo design it has targeted the sight of their customers. The taste (the taste same remained the same in 1899), the sound (the pop of
the bottle), the smell, and the touch (keeping the shape of the product consistent throughout the years even though the materials may have
changed). Coca-Cola is one of the best examples of positive sensory marketing that has shown tremendous branding results. 
◦ Coca Cola will use neuromarketing in all quantitative ad performance projects.
◦ Affectiva, have developed facial coding systems that use webcams and can perform the analysis automatically.
◦ Millward-Brown's Link copy testing system uses eye tracking and other measures to evaluate copy variations. They claim to measure
engagement, brand association, and motivation, among other metrics.

Facial coding
◦ The technology is seamlessly integrated, and with the participant’s permission simply records their face while they watch ads within a
normal survey environment; automatically interpreting viewers’ emotional and cognitive states, moment by moment.