El papel de la comunicación y el neuromarketing en las campañas “flavor radio” de dunkin donuts y “smell like a man, man” de old spice

Abstract

Organizational communication is a fundamental aspect in any company, however, most of these do not have a trained team to correctly communicate the messages they intend to spread. This is why the need to create increasingly accurate strategies that point exactly to where the organization wants to go is evident. Neuromarketing was born as a theory derived from neuroscience, which allows studying the behavior of the consumer's brain when making business decisions, predicting their behavior and therefore opening a field in which the organization can work on firm ground. It is a theory that allows one to work directly with the senses, thus leaving reason in the last instance. In a world increasingly full of companies, products and their respective communication campaigns, differentiation has become a necessary aspect to stand out from the rest. The image of organizations lies on the edge of an abyss in which only the boldest remain. The handling of information and the means and channels used to disseminate it must be treated with great delicacy, and in this monograph we will show how communication plays a crucial role in neuromarketing applied to organizations.