20 Hum a couple of jingles to see if your classmates can guess what products they advertise. Brain imaging is the study of the anatomy or activity of the brain through the intact skull by non-invasive computerised techniques such as magnetic resonance imaging or computed tomography. billboard: cartellone pubblicitario bond: legame cleanser: detersivo to harness: sfruttare, controllare retailer: dettagliante retention: mantenimento scent: aroma, profumo skull: cranio 56 NEW MARKETING TRENDS New and different approaches to marketing are constantly looked for in order to become more and more effective. Some of the most successful ones are: multi-sensory marketing, neuromarketing, digital marketing, and social media marketing. Multi-sensory marketing Sensory branding dates back to the 1940s, when marketers began exploring the role of sight in advertising. At the time, the main forms of visual advertising were printed posters and billboards and research was focused on the effects of colours and fonts within them. As time went by, television entered every home, so advertisers began appealing to consumers sense of sound, too. The first TV commercial with a catchy jingle goes back to 1948 and was an advertisement for a cleanser. Noting the great popularity of aromatherapy and its connection to colour therapy, advertisers then began researching the use of smell in advertising and brand promotion during the 1970s. They found that carefully selected scents could make their products more appealing Marketing anD aDVertiSing to consumers. More recently, retailers have seen that infusing certain scents in their stores could increase sales. Nowadays, a multi-sensory experience could include: listening to carefully selected music while inhaling carefully selected scents, having the chance to look at and touch carefully placed products, and, when possible, even tasting the product on offer. The popularity of multi-sensory marketing is spreading, and its aim is to engage the customer completely, harnessing the power of all five senses to create both a memorable and emotional experience, and a bond with the customers. Neuromarketing Neuromarketing was born at the beginning of the millennium as a new area of business research that combined marketing, marketing research, and brain imaging to better understand consumer behaviour and decisionmaking. It is a new frontier that aims at understanding how consumers think and decide; it deals with techniques that investigate brain mechanisms, the consumer s subconscious, and what the profound motivations that support consumer behaviour are. Its objective is the same as all the other techniques of marketing research: giving companies an insight into how to build stronger customer relationships, improving the user experience, and developing better customer care strategies to increase customer retention and loyalty, with the ultimate purpose of increasing their profits.