No ad can possibly reach everybody. The human anatomy prevents it. If you have a minute, I shall happily explain why.
The Shoppers Mindset
Amazingly, most people are not poised in front of their television sets breathlessly waiting to hear of an opportunity to dump the cash from their purses into Mr. Advertiser’s cash register.
Nope. Most people are instead attempting to ignore thousands of radio ads, e-mails, product placements, signs, newspaper and television ads, billboards, matchbook covers, calendars, and the odd Rubic’s Cube with some company’s logo on it.
Out of self defense human brains are physiologically prevented from paying attention to things that don’t directly apply to them. And truthfully, most of what they see doesn’t apply.
What does apply to most people? Their kids, plans for the weekend, the empty box of corn flakes, remembering to program the TIVO, getting to the game on time, the in-laws coming to dinner, filing for an extension on the tax return, running late for work, or getting home before Are You Smarter Than a Fifth Grader?
They’re eager to find information which will solve their problems, and yet, they’re not paying attention. They see and hear advertising with their eyes and ears, but they don’t consciously notice those ads.
That’s because the human brain won’t let them. Again, let me explain.
Four Sets of Brain Waves
The synapses of the human brain fire at different rates during four different mental states. They are:
1) Delta – 0.5Hz to 4 Hz – Deep Sleep. Delta waves trigger release of growth hormone, which helps the body to heal. This is one reason sleep is critical to the healing process.
2) Theta – 4 Hz to 7 Hz – Drowsiness. Theta states most frequently occur fleetingly as people pass from higher consciousness to deep sleep, or return from it. Theta waves occur during meditation, and have been linked to visual and emotional creativity.
3) Alpha – 8 Hz to 13 Hz – Relaxed. The alpha state is a highly creative condition of relaxed consciousness. People in alpha state tend to recognize non-obvious relationships. Interestingly, it’s also the resonant frequency of the earth’s electromagnetic field.
4) Beta – 14 Hz to 30 Hz – Alert and focused. The beta state is associated with peak concentration, heightened alertness, improved hand/eye coordination, and better visual acuity. During beta state new ideas and solutions to problems literally flash through the mind.
Degrees of Consciousness
The higher frequencies represent more brain activity, and require greater energy consumption. Like every other part of the body, brain activity kicks into higher performance only as necessary. The more familiar the activity a person is engaged in, the less conscious activity is necessary.
Most of us have driven to work only to note upon arrival that we have no conscious memory of the trip. Individuals who drive a lot of highway miles frequently find themselves coming up with good ideas as they drive. Daydreaming while driving is an example of the brain in theta state. It’s easily induced by the hypnotic sameness of road markings and sounds.