Sex loses lustre in the art of selling

SEX doesn’t sell, Nokia tunes make people feel physically sick and Apple is a mini-religion.
So says global marketing guru Martin Lindstrom, who has used the latest medical technology to scan people’s brains and gauge their reaction to advertisements, jingles and product smells.

“What we learned was amazing. The most important senses when building brands were the sense of sound followed by smell then followed by sight. It’s ironic that 83 per cent of all brand communication only appeals to the sense of sight,” said Mr Lindstrom, the author of the best-selling book Buyology — Truth and Lies About Why We Buy.

“We learned that the Nokia tune turns people off. It is so disliked in our brains that we almost feel physically sick when hearing it. The reason for this is that it reminds people about work, missed deadlines and their boss calling them.”

Read the rest of the article from the Australian here.

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Filed under advertising, culture, sex

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