It’s All In The Mind — So Tap It!

It’s All In The Mind — So Tap It!

(By Bob McCurdy) Several days ago there was a panel in NYC during Advertising Week that focused on the impact of audio on the human mind. Pranav Yadav, CEO at market research company Neuro-Insight U.S. and an extremely smart man, was quoted as saying, “Audio is ‘unique’ among media. While people can close their eyes or divert their focus away from a video message, they can’t turn their ears off. Just as important, radio can foster theater of the mind, allowing consumers to create their own visuals that can make the content more relatable. The visuals that you’re getting are ones you’re creating yourself based on your own imagination.”

This last sentence highlights why radio was the first fully addressable medium, even before digital, as we all process what we hear uniquely based upon our own personal experiences. Examples of this would be the unique images that each of us conjure up when we hear the words “home,” “mother,” “huge,” “office,” “boss” etc. The fact is that the spoken word or audio alone, without the benefit of any visual stimuli, is fully capable of activating Brodmann’s area 18 and 19, the so-called visual portion of our brain, otherwise known as our “mind’s eye.”

The theatre of the mind is also at play when we laugh at a joke or funny story. What causes us to laugh? The speaker’s delivery? Possibly. The setup? Maybe. But, more than likely, it was because we were able to “visualize” the scenario described. 

We’ve all muttered at some point, “I could just picture that.” And whether we were conscious of it or not, we all experienced firsthand our ability to generate pictures — not on paper, canvas, or screens, but in our mind based upon what entered our ears.

Our brain is the world’s most powerful screen, and our memories are largely comprised of pictures. We daydream, recall, and reflect largely in pictures. And the spoken word or audio often triggers these pictures, all without the benefit of a single pixel. The best part is that these “pictures” can’t be fast-forwarded, DVR’d, turned off, or — more importantly — completely ignored.

We’ve seen the theatre of the mind demonstrated in the past in several Katz studies. Respondents were asked to jot down what popped into their heads after exposure to an audio clip, such as Taco Bell’s “bong” sound or the Gecko’s voice. They provided surprisingly vivid descriptions of the advertisers’ products/mascots after exposure to only a few seconds of an audio clip, some of which included only a word or two, with others containing only music.

To better appreciate the human mind’s ability to generate pictures, try closing your eyes during a TV commercial break or even leave the room and just listen (that’s how a considerable amount of television advertising is experienced these days anyway), asking yourself a couple of questions:

– What popped into my head based upon what I just heard?

– What mental images did I just experience?

Give this imagery transfer exercise a shot, you might surprise yourself at what you “see.”

Yadav also said something extremely perceptive on the panel when he said, “This is perhaps why some movie adaptations of celebrated books fail — what you see on screen is very different from what you’d imagined.” When we read we actually listen (to ourselves), and whenever we listen we conjure up personal images based on our own experience/interpretation; and when a book is made into a movie, the images on the screen often won’t jibe with the images that we conjured up in our minds while reading. This doesn’t and can’t occur with a radio commercial, as every image is uniquely our own.

When Bill Ludwig was Chairman & CEO of Campbell Ewald, he said, “Radio can be used to position and target, to demonstrate and even display.” Display? Yep, when used properly with the right creative, radio can be the most visual of all media.

Bob McCurdy is Vice President of Sales for the Beasley Media Group.
This article was previously featured in Radio Ink

Kraftwork – A Look At The 25 Year History Of Kraft Ownership Of The Patriots

Kraftwork – A Look At The 25 Year History Of Kraft Ownership Of The Patriots

Marc Bertrand of 98.5 The Sports Hub, takes us on a fascinating look at the 25 year history of the Kraft family’s ownership of the five-time Super Bowl Champion New England Patriots.

Featuring interviews with both Robert and Jonathan Kraft along with archived audio, this is a must listen to podcast for any Patriots fan, Boston resident and football history fanatic.

A new episode is released each game day of the 2018 football season.

 

 

Episode Eleven – The Common Threads Of Leadership with Doris Kearns Goodwin

Episode Eleven – The Common Threads Of Leadership with Doris Kearns Goodwin

In a very powerful five-part discussion, BMG EVP of Strategy and Innovation, Buzz Knight speaks award-winning author Doris Kearns Goodwin on the key messages in her new book, Leadership in Turbulent Times.

In this episode of Healthy Paranoia, Buzz and Doris’ discussion focuses on many of the common traits and threads of leadership that we see in the four presidents featured in Leadership in Turbulent Times.

Doris Kearns Goodwin explores in her new book, Leadership in Turbulent Times is available now on multiple platforms and in hardcover.  https://doriskearnsgoodwin.com/

Episode Three – Digital Trends Editor in Chief, Jeremy Kaplan

Episode Three – Digital Trends Editor in Chief, Jeremy Kaplan

In this episode of Beyond The Business, Beasley Media Group CEO, Caroline Beasley, speaks with Jeremy Kaplan, Editor in Chief of Digital Trends.

Having spent two decades writing and speaking about technology, it’s no surprise to find Kaplan leading the editorial charge at Digital Trends.  As a leading consumer technology publisher, Digital Trends helps more than 30 million unique visitors each month navigate an increasingly digital world.

During their time together on this episode, Caroline and Jeremy focus on how technology is changing personal care, in the doctor’s office and the gym and they also discuss that with the move toward driver-less cars if getting a driver’s license will cease to be a rite of passage.

Episode Ten – Leadership & Lyndon Baines Johnson with Doris Kearns Goodwin

Episode Ten – Leadership & Lyndon Baines Johnson with Doris Kearns Goodwin

In a very powerful five-part discussion, BMG EVP of Strategy and Innovation, Buzz Knight speaks award-winning author Doris Kearns Goodwin on the key messages in her new book, Leadership in Turbulent Times.

In this episode of Healthy Paranoia, Buzz and Doris’ discussion focuses on the leadership of Lyndon Baines Johnson.

Topics they cover in this episode include:

  • How his first speech shaped his life
  • The impact of being a school principal on his life and choices
  • The power of LBJ’s storytelling talent
  • The importance of making a dramatic start

In the next episode, Buzz and Doris look the traits of all four presidents profiled in her new book Leadership in Turbulent Times.

Doris Kearns Goodwin explores in her new book, Leadership in Turbulent Times is available now on multiple platforms and in hardcover.  https://doriskearnsgoodwin.com/

Episode Nine – Leadership & Franklin Delano Roosevelt with Doris Kearns Goodwin

Episode Nine – Leadership & Franklin Delano Roosevelt with Doris Kearns Goodwin

In a very powerful five-part discussion, BMG EVP of Strategy and Innovation, Buzz Knight speaks award-winning author Doris Kearns Goodwin on the key messages in her new book, Leadership in Turbulent Times.

In this episode of Healthy Paranoia, Buzz and Doris’ discussion focuses on the leadership of Franklin Delano Roosevelt.

Topics they cover in this episode include:

  • Resilience exemplifying FDR
  • How not all people who become leaders come to it at the same time
  • FDR’s trial and error skill
  • The power of leading by example

In the next episode, Buzz and Doris look at the leadership of Lyndon Baines Johnson.

Doris Kearns Goodwin explores in her new book, Leadership in Turbulent Times is available now on multiple platforms and in hardcover.  https://doriskearnsgoodwin.com/

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