„We are immune to advertising. …“


This week is mine in the first FH JOANNEUM MOOC ever, #cope14 – and I am thrilled by all the conversations going on. As a first reaction I am going to linger on a topic I litterally stumbled across quite a few times in a few days: thesis 74 in the cluetrain manifesto of 1999 states the end of advertising – 15 years later things things turned out quite reversely… and we are taken that as a matter of course.

Last Friday Graz hosted a quite remarkable event: Marketing Rockstars Festival – pictures (and soon to come aftermovie) to be found here. Much promoted, much talked about beforehand – and, as it turned out, keeping these promises and the expectations rised. I loved the american style speeches (e.g. Ramon DeLeon collected the reactions to him in a storify line.) All of them profesionally transmitted, bursting with motivation, some even revealing news and newly combined facts. What struck me in terms of my topic here was Stefan Häckel’s speech about the millennials and vice as the medium targeted exactly at them. His message: the youth of today has a very successful bullshit dedector implanted inside.

For me, two generations up to the millennials, I found it quite interesting to get to know the Generation Y a little. Young people think about working and work-life-balance totally different than our generation. I think we should learn from them – as much as they from their elder ones. Marketing Rockstars Festival was a good example for me where one could find older and young people together, where the differnt styles combined innovatively: the design setting by nebulator had a lot of a kids TV studio setting, but was exclusive enough to fit also an older generation. I especially liked the swing, via @anna_drusko.

In our mooc though, lots of comments argument against that particular thesis, putting advertising as a manipulative force back into track again. And of course, they are right. Marketing and advertising never left the stage.

Today at breakfast I found this article in Der Standard, print edition. My linguistic mind likes to read that in words and language we simply are not able to talk about innovation and innovative products because it often happens that there would exist no words or phrases for something new. Neuro science tracking brain activity could make a difference in seeing innovation first. Maybe.

Standard neuroscience

Neuroscience definately makes a difference in marketing and advertising. The much longer article in Der Standard web edition gives some insight into that: Independent from what we say with words, neuroscientists have means to see what we think and feel

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. To know our mind – being the central decision point for buying or not buying – is for companies essential in order to develop products right and to come up with the right products at all
. Neuroscience and neuroscientific methods in social science trigger the synchronization of supply and demand, says Peter H. Kenning – invited to speak at a marketing event in Vienna. Yes and of course, neuroscience also helps in persuasive communication as well.

Up to a point where I strongly hope that the young generation and all the generations to come really develop their senses – maybe I would not call it bullshit dedector – and use them to know themselves and their desires, their wants and their dreams very well. Hopefully they would use it for the developing society. In this sense I like the BMW efficient dynamic radio spot, currently on air in Austria: a friendly male voice tells you that BMW has cut all breathing and accelerated the speech for ten percent in this spot in order to show that small things can make a big difference. Very effective in my opinion.

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