12 May 2020
US Post Office -The Power of Direct Mail
WASHINGTON—
Power of direct mail vs digital advertising study
Power of direct mail vs digital advertising study
The U.S. Postal Service  worked with Temple University’s Center for Neural Decision Making to conduct a neuromarketing study focused on the differing response to physical and digital media in the consumer buying process, including intent to purchase. Neuromarketing methods reveal actual activity deep in the brain and other physiological responses as opposed to stated answers to survey questions.The results of the study showed that participants processed digital ad content quicker. However, participants spent more time with physical ads.
More time with physical ads, remembered longer
More time with physical ads, remembered longer
When viewing physical ads, participants had a stronger emotional response and remembered them better. Physical ads, though slower to get one’s attention at first exposure, leave a longer lasting impact for easy recall when making a purchase decision. Most importantly, physical ads triggered activity in the area of the brain (ventral striatum) that is responsible for value and desirability for featured products, which can signal a greater intent to purchase.
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