How to make an ad memorable
The Indicator from Planet Money
NPR
4.7 • 9.5K Ratings
🗓️ 27 February 2024
⏱️ 11 minutes
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Summary
Charan Ranganath's new book is Why We Remember: Unlocking Memory's Power to Hold On to What Matters.
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Transcript
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| 0:00.0 | NPR When you watch an ad on TV or YouTube there are a bunch of decisions that have been made |
| 0:18.0 | decisions that push that product deep into your mind. |
| 0:21.8 | Ivan Pavlov was a pioneering neurologist who famously discovered that dogs would salivate |
| 0:27.6 | when they came to associate a bell with being fed. |
| 0:31.1 | And it turns out we humans are no different. |
| 0:34.0 | Absolutely. |
| 0:35.0 | There's many different ways advertisers can take advantage of all these associations we have. |
| 0:40.5 | Choran Ranganath is a psychology professor and |
| 0:42.8 | neuroscientist at UC Davis. He's just released the book Why We Remember |
| 0:48.1 | and Charen can dissect the world of marketing to its biological fundamentals. |
| 0:54.0 | This is the indicator from planet money. |
| 0:58.0 | I'm Darren Woods. |
| 0:59.0 | And I'm Whelan Wong. |
| 1:00.0 | Today in the show How to Make a Memorable Ad. Adder and I are going to rummage through advertisers |
| 1:06.1 | bag of tricks, and we'll learn about the neuroscience behind retro TV ads that hit your soul and your wallet. |
| 1:14.0 | This message comes from NPR sponsor, |
| 1:22.0 | SAP Concur. |
| 1:23.2 | Stuart McClain, CFO of Brother UK, shares how SAP Concurs audit and expense tool supports |
| 1:30.1 | their work across multiple offices. |
| 1:33.0 | Across Europe, we have a presence in 17 countries, |
| 1:36.0 | which obviously involves 17 different tax regulations, |
| 1:40.0 | 17 different fiscal authorities, |
... |
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