Are you one of those people who, when they forget something, take the heel of their hand and “thunk” themselves on the forehead? Right there…right behind your forehead, is the prefrontal cortex, the center for planning. Its job is to give the signal to the motor association cortex, right beside it, to take action. Until your advertising has reached the prefrontal cortex of your customer and convinced the motor cortex to act, all you’ve done is take up space and make noise in someone’s head.
Fortunately, there’s a shortcut in the human brain: the ear! The auditory cortex is right next door and inside it are all the songs, jingles, voices and noises you grew up and know so well without ever consciously learning them. It’s how you knew you were “a Toys R Us kid,” or that you deserved “a break today at McDonald’s.” You didn’t know it then, but you were captivated by very powerful “audio branding” that still remains with you today!