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Sales Success Shows Neuromarketing Moves Magazines: New Scientist Reports 12% Increase in Newsstand Sales for Issue Featuring NeuroFocus-Tested Cover Design
Date:9/2/2010

LONDON , Sept. 2 /PRNewswire/ -- For marketers everywhere, especially consumer goods companies for whom packaging is a critical determinant of success, the question asked has now been definitively answered: neuromarketing can increase sales—substantially.

When New Scientist approached NeuroFocus to test three different cover designs for an August issue of the magazine, the challenge crystallized what marketers around the globe want to know. Does neuromarketing produce real-world marketplace success?

"We worked with NeuroFocus to select an appealing cover design for New Scientist using their neuromarketing technology," said Graham Lawton, deputy editor. "This issue of the magazine achieved strong UK newsstand sales, making it the second highest selling issue of the year, which is very unusual for the normally quiet month of August. This represents a 12 per cent increase over the same issue in the previous year and is much higher than we would expect for a similar cover story at that time of year, so we would certainly say the experiment was a big success."

Applying its EEG-based full brain measurements of test subjects' subconscious responses to the three covers, NeuroFocus identified one as clearly superior in terms of its overall neurological effectiveness. That specific design scored exceptionally well in emotional engagement, which is one of NeuroFocus' primary NeuroMetrics, the others being attention and memory retention. From those primary NeuroMetrics, NeuroFocus derives measures of purchase intent, novelty, and awareness.

This neuromarketing research marks the first time that the publishing industry has applied EEG technology to determine the appeal of cover designs to the buying public. The results have very significant implications for companies across many categories, but especially those for whom the effectiveness of packaging design is a vital marketplace component.

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SOURCE NeuroFocus
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