Now, students at California Institute of Technology are having their brains scanned by an MRI (magnetic resonance imaging) machine while they view different advertisments. The machine displays activity in different parts of their brain. Advertisers want to learn what shapes, colors, and images create most "brain buzz". This is called "neuromarketing".

Evolution has designed your brain to react in specific ways to specfic shapes, colors, and images. The goal of neuromarketing is to create advertising that your brain is unable to resist. Like a brainwashed prisoner, advertisement will program you to buy product.

Neuromarketing will allow advertisers to bypass your rational thinking and individual choice in consumer decisions. Businesses no longer need to worry about offering a quality product or good value. If you look at advertisement, your brian will be nerologically programmed to make you purchase product, as if you where in a hypnotic trance. When advertisers tell you to buy a product, you will comply. Resistance is futile.

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Well, in this case, size does not matter. It is still important how people living in community where you are located react to your business. It is still important that you are among first who catches a new trend concerning your product range – or otherwise another small enterprise may come up with innovation that you could also have produced. These are only two small examples that show why media monitoring is so important.

If you are opposed to media monitoring because your company only has a small budget for public relations, think twice. Especially if you only have a small amount of money at hand to promote your company, it is essential to follow up every PR activity to make sure that money is well-invested.

For media monitoring, a simple concept applies: only when you know what is going on you can react accordingly. So do not only go through your local or regional newspaper and expert publications, but broaden your horizons. Filter internet for information about your trade and company. With help of search engines, hundreds of websites, online-publications and databases can be sorted through. There are also professional monitors how can do this job for you. In any case, media monitoring is worth effort – regardless of your company’s size.