Comments on: News Flash: Advertisers have Mind-Control Powers! http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/ Thu, 21 Aug 2008 18:59:53 +0000 http://wordpress.org/?v=2.0.3 by: D/C Strategic - Word of Mouth Marketing for Small Businesses - Seattle » Blog Archive » Newsflash: Advertisers and Neuroscientists team up… for Mind Control http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-17677 Mon, 07 Jan 2008 20:35:15 +0000 http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-17677 [...] Some of you may recall a post I wrote a while back on this very same subject. Well, here’s more evidence that the marketer’s dream of mind control is alive and twitching. [...] […] Some of you may recall a post I wrote a while back on this very same subject. Well, here’s more evidence that the marketer’s dream of mind control is alive and twitching. […]

]]> by: Dominic Canterbury http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-9250 Thu, 30 Aug 2007 06:19:58 +0000 http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-9250 Hi John, Good question. My point was that the study, as it was designed, could in no way draw any conclusions about the power of branding. I mean, for chrissake, they had kids choose between fully branded packaging and plain paper. Plain paper? That's a mood killer right there. Perhaps a more sensible conclusion is that plain paper makes food less appetizing. No big news there either. If, on the other hand, the researchers paired two fully-branded trays of food -- one for McDonalds and one for a made-up brand -- then we they could actually draw some sensible conclusions. My other point is that this study is reflective of the quality of marketing studies out there. I ask you, where is the evidence to support the power of brands? Where is the evidence to support the power of advertising? For an industry responsible for spending about $200 billion per year you'd think there would be something substantive. Hi John,
Good question.
My point was that the study, as it was designed, could in no way draw any conclusions about the power of branding.

I mean, for chrissake, they had kids choose between fully branded packaging and plain paper. Plain paper? That’s a mood killer right there. Perhaps a more sensible conclusion is that plain paper makes food less appetizing. No big news there either.

If, on the other hand, the researchers paired two fully-branded trays of food — one for McDonalds and one for a made-up brand — then we they could actually draw some sensible conclusions.

My other point is that this study is reflective of the quality of marketing studies out there.

I ask you, where is the evidence to support the power of brands? Where is the evidence to support the power of advertising? For an industry responsible for spending about $200 billion per year you’d think there would be something substantive.

]]> by: John Whiteside http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-9241 Thu, 30 Aug 2007 03:29:29 +0000 http://dc-strategic.com/2007/08/30/news-flash-advertisers-have-mind-control-powers/#comment-9241 Are you really arguing that the food in McDonalds wrapper was perceived as better-tasting because the wrappers were prettier, and that the brand had no impact whatsoever? Presentation and branding aren't the same thing. You haven't supported your point here at all. Are you really arguing that the food in McDonalds wrapper was perceived as better-tasting because the wrappers were prettier, and that the brand had no impact whatsoever?

Presentation and branding aren’t the same thing.

You haven’t supported your point here at all.

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