PSYCHOLOGISTS AND PERSONALITY THEORISTS HAVE LONG BELIEVED THERE TO BE
DIFFERENCES BETWEEN THE RIGHT AND LEFT SIDE Of THE BRAIN. THE SIDE THAT
DOMINATES THINKING IN AN INDIVIDUAL CONTRIBUTES TO THAT PERSON'S NATURAL
THEREFORE, PEOPLE CAN BE DESCRIBED AS EITHER LEFT-BRAIN THINKERS OR
RIGHT-BRAIN THINKERS. AS A MARKETER, THE TYPE Of THINKER YOU ARE GUIDES THE
CAMPAIGNS YOU DESIGN.
LEFT AND RIGHT BRAIN FUNCTIONS
Both sides of the brain produce personality traits associated with them. These are commonly cited as:
Focused on facts • • •e •
Realism predominates • • •
Planned and orderly • • •
Math-and science-minded • • • • •
Prefers nonfiction • • • • •
• • • • • Focused on art and creativity
• • • Dreams and imagination predominate
• • • Occasionally absentminded
• • • • •Prefers fiction
• • • • • Enjoys creative storytelling
In marketing, there is a similar divide between emotion-based, artistic marketing and value-based. practical marketing. The marketers who
design these ads can be considered left-or right-brain thinkers.
TELEVISION ADVERTISING APPROACH
The commercial describes the ptoduct or service from a practical
standpoint: what you get, why you need it, and why no other company
does it quite the same,
The commercial focuses heavily on the product or service and less on
the actors in lt_ It shows many shots of the product in use. and displays
testimonials from satisfied customers explaimng why bve it.
The commercial is structured like a shott story, following a mini
plot with a climax and a resolution that involves the brand.
Focuses on outrageous comedy and the element of surprise to
make the commercial memorable.
MAGAZINE ADVERTISING APPROACH
Implements a custom URL for each magazine the ad is placed in, so that
leads and sales can be tracked in terms of ROI per publicat»on.
Creates a foldout ad spread focused on breathtaking imagery and vivid
language to captivate the readers' attention.
The goal is to romanticize the reader into ignoring the competing content
ot the publication, instead of discussing the practicality of the product.
SAVE MONEY ON THIS
Uses billboard placement to strategically advertise timely sales,
The billboard shows the how much they will save on the
company's products if they buy now.
Creates a sparkling digital billboard accentuating the luxurious
or pleasurable litestyle a brand can otter you.
ONLINE MARKETING APPROACH
Uses a targeted paid-search campaign with traffic analytics software
to track every metric of the campaign and gauge the program's impact
on direct sales.
Focuses on building a robust and personality-rich social media campaign
to spread brand awareness.
Uses channels such as YouTube, Facebook. and Twitter to encourage
conversation and distinguish the company from its less social competitors.
THOUGHTS ON MARKETING ACCOUNTABILITY
"Profit begins with marketing. The best way to
measure a marketing campaign's success is
through its irnpact on bottom4ine revenue."
SOURCES: DAILYTELEGRAPH.COM SLANT.AVENUEA-RAZORFISH.COM
"Marketing is an art, not a science. Its impact
is measured with brand boyalty and perception.
It can't always be measured with math,"