When you think of the most talked about issues in America today, what comes to your mind? Homeland security, the recession, and the environment are three that come to my mind but, those issues pale in comparison to the topic that has every American talking. Health-care. Millions of Americans do not have health insurance and with the increasing costs of health related expenses, more and more are unable to afford it. Health insurance helps cover the cost of an innumerable amount of services from check-ups to MRI’s or CAT scans. Almost all health professionals in the country practice “western medicine” which includes prescribing medications and performing tests on patients. However, treating patients with herbal remedies and all-natural treatments is a field that has been used for hundreds of years and removes the need for a conventional health professional. Aside from herbal treatments, an extremely effective, natural, and cost-free method of health care is one that has been used since the times of the ancient Chinese: meditation. Mediation is the “practice of concentrated focus on an object, breath, or inner body in order to increase awareness of the present moment, reduce stress, and promote relaxation” (Answers.com). However, one key benefit of meditation is the benefit of having a healthy body and life. The Science Channel’s show, The Future Of…, presents a segment dedicated to the traditional practice of mediation. A meditation expert from Holland, Wim Hoth, uses the ancient ritual to improve more than stress levels. Hoth provides strong evidence that there is a definite connection between meditation and longevity of life. A master of “inner-fire meditation”, Hoth has the ability to control a bio-regulator called the vagus nerve which regulates blood pressure, heart-rate, and the production of antibodies. Because Hoth is able to reach such an intense state of meditation that he can increase his anti-body count which reduces inflamantion, a major symptom of illness and old age. Given the name “Ice Man”, Hoth is able to enter a meditative state and relax in a tub of ice water by controlling his body temperature, heart rate, and blood pressure. By improving health and lengthening life, the need for health care/insurance could become obsolete as the homeopathic medicine of meditation increases in popularity.
Although meditation is not a product by definition, various marketing techniques and tactics could be used to advertise meditation to the public. Emotional branding, rhetorical marketing, and across-media marketing are just three of the numerous methods advertisers use to appeal to consumers however, neuro-marketing and narrow-casting are the techniques that would be the most effective at selling the idea of meditation to the public. Neuro-marketing is a relatively new field of marketing that studies consumers’ cognitive response to marketing stimuli. Utilizing medical technology, neuro-marketing takes information from MRI’s to understand what stimulates the human brain. Because the brain is driven by old emotions and memories such as the smell of the ocean or the view of the setting sun, pleasant memories and visuals will be used to advertise meditation. A sunset, waves crashing on the beach, a beautiful and serene landscape are all memories and visuals that trigger an unconscious emotional response in the mind and could be used as a neuro-marketing technique to sell meditation. Because meditation is something one can practice on their own without having to buy a part of it, not putting a price on it would have a positive response in the brain.
Along with neuro-marketing, narrow-casting will also be used to advertise meditation. As the propagation of information to a narrow audience and not to the general public, narrow-casting aims advertisements at specific portions of the public. Because meditation is a natural practice, people who embrace non-western medicinal practices will be targeted to advertise it. By advertising in natural health, environmental, and nature magazines/other media outlets, the narrow audience interested in meditation will be targeted.
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