Neuromarketing:

When science and

marketing collide
lue Paper
4imprint.com
© 2010 4imprint, Inc. All rights reserved
Neuromarketing:

lue Paper
When science and marketing collide

There was a time when marketing was simply a dressed up sales pitch—marketing
materials were designed to look pretty, copy was written to sound smart and
most delivery channels were trusted by consumers. That was also when advertisers
reached roughly 70 percent of a viewing audience with one
television advertisement.

Times have changed.

Consumers have gotten savvier. And, advertisers have more opportunities than
ever to reach audiences. Through cable television, the Internet and mobile
phones, it’s not surprising that the sheer number of ads viewed per day by the
average American has grown from roughly 500 ads in 1970 to nearly 5,000.

For this reason, marketers are fighting harder than ever to combat the noise
caused by competing ads in order to capture the attention of consumers. The key
to this fight? Highly targeted communications based on thorough research …
and science.

Traditionally, marketers and advertisers have long utilized focus group-based

research as a means of gauging responses to products and communications of a
brand. But just like the change to a consumer-driven marketplace, how we
gather consumer opinions and reactions is changing.

It may sound futuristic, but there are now technologies that allow marketers
to scientifically understand the mind of the consumer. Through brain
activity-based research, marketers can pinpoint what exactly causes people to
buy a product and uncover how the brain responds to various advertising and
marketing tactics.

It’s not science fiction; its neuromarketing and it’s changing the ways in which
major brands like Campbell’s Soup™ and Pepsi™ are marketing products and
enhancing their brand image.

Weird science
Neuromarketing is the practice of using technology to measure the brain activity
of consumer subjects as a way to discover how people respond to products and
marketing messages. The findings of such are then used to fine tune

© 2010 4imprint, Inc. All rights reserved

these products and messages in order to be most effective, prior to making an

lue Paper
expensive media buy.1

The thought behind neuromarketing is that buying decisions aren’t necessarily

rational decisions, rather they are decisions made deep within the brain and
based on an amalgam of thoughts and feelings.

“When we walk down an aisle in a grocery store, our purchasing decisions are
made in less than four seconds,” said Martin Lindstrom, author of “Buyology:
Truth and Lies About Why We Buy” and marketing expert. “There is no way
we can think about that in a complete way. Those decisions take place
in the subconscious part of the brain.”2

By studying and understanding these subconscious and emotional

areas of the brain, marketers and advertisers can make informed
decisions on what people like, don’t like, want, need, fear, are bored
by, excited by and so on to alter products and messages most likely
to appeal to consumers. Unlike traditional market research,
neuromarketing removes subjectivity and the potential for a test subject
be inarticulate, indecisive or untruthful in reporting. Instead of opinion,
neuromarketing measures by attention level, emotional engagement and
memory storage.3

“The drive behind neuromarketing is to discover how consumers are actually

responding to marketing messages, not how they report they are responding,
or will respond,” explained Jennifer Williams, Web marketer and author of the
neuromarketing blog, Verilliance.  “It’s not so much about appealing to the
subconscious as it is about finding out what the subconscious is saying in order to
find out what’s not working.”4

Neuromarketing research is usually conducted through one or more of these

clinical techniques:

• Functional magnetic resonance imaging (fMRI)—is a technique

that shows what parts of the brain are active by detecting changes
in blood flow and the amount of oxygen consumed in different
areas. The more active an area, the more oxygen and blood flow

1 Randall, Kevin. “Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research | Fast Company.”
FastCompany.com. 14 Sept. 2009. Web. 10 June 2010. <http://www.fastcompany.com/blog/kevin-randall/
integrated-branding/neuromarketing-hope-and-hype-5-brands-conducting-brain-resear>.
2 Pekala, Nancy. “Why Buy? The Role of Neuromarketing in Understanding Consumer Behavior.” Marketing
Matters (27 Feb. 2009). Print.
3 Randall, Kevin. “Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research | Fast Company.”
FastCompany.com. 14 Sept. 2009. Web. 10 June 2010. <http://www.fastcompany.com/blog/kevin-randall/
integrated-branding/neuromarketing-hope-and-hype-5-brands-conducting-brain-resear>.
4 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.
© 2010 4imprint, Inc. All rights reserved
 required.5 Subjects are put into a cylindrical imaging device and

lue Paper
exposed to marketing material. While this technique provides
researchers the ability to see very specific location-based brain
activity, it costs upwards of $15,000 per 20-subject test group.6

• Electroencephalography (EEG)—this technique (if you can

pronounce it!) measures the electrical activity of the brain (neurons)
as recorded by electrodes placed on a subject’s head. Subjects
are either given special EEG headsets to wear while exposed to
marketing materials. While not as specific or accurate as fMRIs,
EEGs are much less intrusive and can also be conducted at about
the same cost as a typical focus group, making them extremely
accessible to most businesses.7

• Eye tracking—eyes are the main focus in this technique

as the location and pattern of a subject’s gaze is
studied to determine which images or portions of
an image illicit the most attention.

• Galvanic skin response (GSR)—is a technique that measures the

subtle changes in skin (such as temperature and sweat) that occur in
conjunction with certain emotions.

• Applied neuroscience—is a technique that involves no scanning or

monitoring of any kind. Instead this technique is market research
with a focus on the foundations of neuroscience to train marketers
and sales teams to design pitches, offers and marketing messages
that appeal to the brain on a subconscious level.8 This technique is
based off of secondary research—or research already conducted by
others—and is therefore much more accessible to smaller businesses
and nonprofits.

In observing a subject’s brain activity through fMRI and EEG techniques,

researchers are essentially looking for what areas of the brain “light up” in
conjunction with certain sounds, smells, images and messages. This information is

5 “Scientists Read Minds with Brain Scanner.” CBC.ca - Canadian News Sports Entertainment Kids Docs Radio TV.
12 Mar. 2009. Web. 10 June 2010.
<http://www.cbc.ca/technology/story/2009/03/12/tech-090312-mind-reading-fmri.html>.
6 Ferguson, Rick. “Neuromarketing: What the Human Brain Means to Your Campaign.” Chief Marketer. 27 Oct.
2009. Web. 10 June 2010. <http://chiefmarketer.com/crm/1027-neuromarketing-loyalty-brain/index.html>.
7 Ferguson, Rick. “Neuromarketing: What the Human Brain Means to Your Campaign.” Chief Marketer. 27 Oct.
2009. Web. 10 June 2010. <http://chiefmarketer.com/crm/1027-neuromarketing-loyalty-brain/index.html>.
8 Ferguson, Rick. “Neuromarketing: What the Human Brain Means to Your Campaign.” Chief Marketer. 27 Oct.
2009. Web. 10 June 2010. <http://chiefmarketer.com/crm/1027-neuromarketing-loyalty-brain/index.html>.

© 2010 4imprint, Inc. All rights reserved

then used with traditional focus-group questions and analyzed for causation and

lue Paper
correlation to be put into context.

“Emotions cannot necessarily be accurately described,” said Gemma Calvert, head

of Multisensory Research Group at Britain’s University of Bath. By using brain
scans in neuromarketing, she said in an interview with Business Week, “We can
see the discrepancy between what you say and what your brain says, and reduce
the margin of error.”9

After this research has been conducted on consumer individuals, the information
garnered often takes the marketing team back to the drawing board. Results help
marketers eliminate unpleasant or ineffective aspects to marketing materials or
alter materials to enhance the overall consumer experience.

Neuromarketing is still a new concept and innovations are constantly being made
to improve the accuracy and the affordability of research. While new, many big
brands have already gotten on board with the concept in order to grow and
benefit from a new tactic in a space where the competition may not be currently
present. These brands are using neuromarketing research to develop marketing
efforts and advertisements that appeal to consumers in very specific ways...

Brands and logos that appeal to emotion

While it’s a known fact in marketing that a brand’s image and visual identity
are important factors in successful advertising, it wasn’t until recently that it
was known just how important. A few short years ago, a report was released by
the Radiological Society of North America that illustrated through fMRI scans
that when people were presented with images of a known brand their brains
processed these images in different areas of the brain than unknown
brands. Specifically, known brands were processed in the areas
of the brain that are responsible for positive emotions, while
unknown brands tended to be processed in the areas of the
brain that are responsible for negative emotions.10

Up until this study was released, marketers generally operated under the idea
that if you could get people to think about a brand in a certain way, you can
then get them to change feelings or behaviors. Now, it’s known that emotion
is actually the first factor that decides if people will even pay attention to a
message—emotion shapes our conscious thoughts, not the other way around.11

9 Haq, Amber. “This Is Your Brain on Advertising.” BusinessWeek. 8 Oct. 2007. Web. 10 June 2010.
<http://www.businessweek.com/globalbiz/content/oct2007/gb2007108_286282.htm>.
10 Dooley, Roger. “Brain Branding: The Power of Strong Brands | Neuromarketing.” Neuroscience Marketing. 28
Nov. 2006. Web. 18 June 2010. <http://www.neurosciencemarketing.com/blog/articles/brain-branding.htm>.
11 O’Connor, Tim. “The Dark Side of Market Research.” Research Access. 29 May 2010. Web. 14 June 2010.
<http://researchaccess.com>.

© 2010 4imprint, Inc. All rights reserved

Since this study, many big name brands have gone through logo redesigns.

lue Paper
Discount retailer Wal-Mart™ and cola conglomerate Pepsi both recognized that
it was time for an update to their looks in 2008 but neither brand wanted to
change so drastically that they become unrecognizable. These brands turned to
neuromarketing to safely make the jump:

After conducting research, Wal-Mart discovered overwhelmingly negative

emotions in relation to its branding that had been in place since 1992. It elicited
feelings of “soullessness” and made consumers feel “daunted.” So, in 2006 the
brand set out to redesign the logo to appear friendlier and more accessible to its
target audiences. The lower case font paired with a less-obtrusive and powerful
star subconsciously helped convey the new tagline of “Save money. Live better.”12

Figure 1: Wal-Mart’s logo redesign13

When Pepsi first unveiled its new logo that same year, many speculated that its
designers were trying to subliminally associate the feel-good emotions of hope
and change that President Barack Obama’s campaign logo stood for by choosing
a similar design. Design company, Arnell, came forward with 27-page document
detailing neuromarketing research it claimed was really responsible for the
new logo.

While criticized, the document presents an interesting case of geometric shapes

and golden ratio references as it relates to past Pepsi logos. The details of which
showcase a series of emotions conveyed by the look—specifically, the new logo
can be interpreted by multiple emoticons illustrating positive emotions featuring
the white band as a mouth, tilted at various angles with the addition of eyes to
the red band.

12 “What’s in a New Logo? - Wal-Mart - Softening Its Image (11) - FORTUNE.” CNNMoney.com. Fortune, 10 Aug.
2009. Web. 17 June 2010.
<http://money.cnn.com/galleries/2009/fortune/0908/gallery.new_logos_redesigns.fortune/11.html>.
13 “What’s in a New Logo? - Wal-Mart - Softening Its Image (11) - FORTUNE.” CNNMoney.com. Fortune, 10 Aug.
2009. Web. 17 June 2010.
<http://money.cnn.com/galleries/2009/fortune/0908/gallery.new_logos_redesigns.fortune/11.html>.

© 2010 4imprint, Inc. All rights reserved

Figure 2: Pepsi’s logo redesign14

lue Paper
Packaging that attracts the senses
With the help of numerous marketing firms, some of which specializing in
neuromarketing, Campbell’s soup spent two years studying the effect of its
brand and marketing images and efforts on consumers. With a small sample
of 40 consumers, Campbell’s tested everything from changes in heart rate and
skin moisture through GSR, along with some brain scan interpretations. While
it was found that there was a positive relationship between consumers and the
Campbell’s logo, it was decided that the prominent placing of the logo actually
deterred people from purchasing certain soups. Essentially, the logo as it was
made it difficult for the consumer to immediately recognize what kind of soup
they were looking at.

Additionally, research reinforced the emotional connection between consumers

and the label. It was once believed that the spoonful of soup on the label elicited
a strong emotional response from consumers, but neuromarketing research was
able to determine that it actually was not the spoon that people felt all warm and
fuzzy about, it was the image of the soup itself. Steam added to the image of the
soup also drastically increased engagement and emotional response.

Campbell’s culminated these findings and reinforced them with findings from
traditional focus group research to develop a new label for its iconic soups.
Toward the end of the process, in-store testing took place to monitor the facial
expressions and eye movement to conduct final consumer research on
the redesign.

14 “What’s in a New Logo? - Pepsi - Wave Good-bye to the Smile (6) - FORTUNE.” CNNMoney.com. Fortune, 10
Aug. 2009. Web. 17 June 2010.
<http://money.cnn.com/galleries/2009/fortune/0908/gallery.new_logos_redesigns.fortune/6.html>.

© 2010 4imprint, Inc. All rights reserved

The image below is a result of that redesign, with explanation offered by

lue Paper
Campbell’s when it announced the new look. So far, Campbell’s claims its redesign
has been successful.

Noisy billboards
Neuromarketing research has indicated on a general level that certain marketing
efforts can have optimal effects on consumers when more than one sense is
engaged. Cable network A&E™ had this research in mind when it created
billboards for its show, Paranormal State.

A billboard with the show’s name and airing information along with simple
text in a creepy font reading “73% of Americans Believe” was erected with
technology known as directional audio. Directional audio essentially takes sound
waves and pinpoints them in a way similar in thought to how a laser concentrates
beams of light, resulting in the aural illusion of someone whispering in your ear.
When people passed by the billboard on the sidewalk below, they heard someone
eerily whispering “What’s that?! What’s that?! It’s not your imagination.”

While its research may have been based on neuromarketing findings, the end
result was success by way of word-of-mouth promotion created by the new
billboard and viral videos through social media of the billboard’s effect.

Smelly branding
Neuromarketing places great emphasis on emotion and the part of the brain
responsible for processing scents which is heavily tied to emotion. Scents can
bring us back to specific experiences and memories. Many marketers are using this
thought process as a neuromarketing tactic. Advertisements paired with a scent

© 2010 4imprint, Inc. All rights reserved

have been shown to double sales while other studies have shown a significant

lue Paper
increase in brand recall when a scent is matched with marketing material or
interior design.15

Some studies, such as one conducted on slot players in Las Vegas and another on
Nike™ shoe stores, have shown that a scented environment leads to consumers
stay longer and spend more16.

A few examples of brands using scents to sell17:

• Omni Hotels has a lemon grass and green tea scent pumped
into its lobbies and public spaces.

• Rolls Royce reproduced the scent of its great seller, the 1965 Silver
Cloud, and sprays it under the seats to recreate the scent of this
classic “Roller.”

• Singapore Airlines has gone so far as to patent a scent of lotus

flowers and bamboo forests that is worn by flight attendants and
put on hot towels handed to passengers before takeoff.

These brands are creating a relationship in the subconscious minds of consumers,

aiming to align a positive brand experience with a pleasant scent. When executed
successfully, consumers will not only engage positively with a brand, but will recall
the brand and the brand’s experience whenever that scent is smelled.

Print ads that counter neuroses

Neuromarketing helped snack company Frito-Lay™ to learn more about their
largest consumer market, women. What they learned caused the brand to shift
marketing efforts significantly, based on one emotion: guilt. Their research
showed that some women are wired to feel guiltier than men and snacks are a
trigger of this guilt. Frito-Lay realized it could not remove the feeling of guilt
from women and snacking, but it could take efforts to avoid triggering. To do so,
the brand began promoting products with health benefits and creating products
for the calorie-minded woman, like single-serving packages and baked snacks.18

15 Dooley, Roger. “Scent Nearly Doubles Sales.” Neuroscience Marketing. 17 June 2010. Web. 19 June 2010.
<http://www.neurosciencemarketing.com/blog/articles/scent-nearly-doubles-sales.htm>.
16 “Scent Marketing: Leading Consumers By The Nose.” Sellsius. Web. 21 June 2010.
<http://blog.sellsiusrealestate.com/branding/scent-marketing-leading-consumers-by-the-nose/2006/04/30/>.
17 “Scent Marketing: Leading Consumers By The Nose.” Sellsius. Web. 21 June 2010.
<http://blog.sellsiusrealestate.com/branding/scent-marketing-leading-consumers-by-the-nose/2006/04/30/>.
18 Clifford, Stephanie. “Frito-Lay Tries to Enter the Minds (and Lunch Bags) of Women.” The New York Times. 24
Feb. 2009. Web. 17 June 2010.
<http://www.nytimes.com/2009/02/25/business/media/25adco.html?pagewanted=1&_r=2>.

© 2010 4imprint, Inc. All rights reserved

Other resulting tactics included designing packaging with feminine colors and

lue Paper
fonts and to downplay guilt while playing up humor and sensible snacking. One
print ad depicts two women surveying a Baked Lay’s bag. “These things are the
best invention since the push-up bra,” one woman says. The other, admiring her
bra-enhanced chest, responds, “I wouldn’t go that far.”

The un-guilt trip worked: Following the campaign that resulted from
neuromarketing research, Frito-Lay North America posted an eight percent
revenue growth and seven percent profit growth.19

Ad comparison from virtual to reality

In 2007, 20th Century Fox™ teamed with neuromarketing firm, Neuroco, to use
EEGs and eye tracking to test the response rate to ads inserted into a videogame.
Subjects went walking in a virtual city and were exposed to billboards for various
films. Researchers were able to control the content and the placement of ads—
billboards, sides of busses, etc.—along with the illumination of ads, as a means
to determine which ads would be most effective in real life. This neuromarketing
research was able to illustrate to the Fox marketing team that a saturation
campaign in real life would lead to diminishing returns.20

Melissa Mullen, director of research for Fox’s international theatrical division said,
“There is no way we could have gotten this kind of actionable information from
traditional research approaches.”21

Fox now uses neuromarketing regularly to test the effectiveness of its

movie trailers as well as ad placements.22

She blinded me with neuromarketing

While companies continue to dive right in and explore neuromarketing;
one of the obstacles that have to be overcome in the field pertains to
ethics. Some people believe that neuromarketing subconsciously
imbeds ideas (mind control) or manipulates human thought process. While
there’s no doubt it uses information obtained from the subconscious mind,
neuromarketing is not about controlling the consumer so much as it is about
controlling a message or, rather, developing one that is most effective.

19 Clifford, Stephanie. “Frito-Lay Tries to Enter the Minds (and Lunch Bags) of Women.” The New York Times. 24
Feb. 2009. Web. 17 June 2010.
<http://www.nytimes.com/2009/02/25/business/media/25adco.html?pagewanted=1&_r=2>.
20 Haq, Amber. “This Is Your Brain on Advertising.” BusinessWeek. 8 Oct. 2007. Web. 10 June 2010.
<http://www.businessweek.com/globalbiz/content/oct2007/gb2007108_286282.htm>.
21 Haq, Amber. “This Is Your Brain on Advertising.” BusinessWeek. 8 Oct. 2007. Web. 10 June 2010.
<http://www.businessweek.com/globalbiz/content/oct2007/gb2007108_286282.htm>.
22 Haq, Amber. “This Is Your Brain on Advertising.” BusinessWeek. 8 Oct. 2007. Web. 10 June 2010.
<http://www.businessweek.com/globalbiz/content/oct2007/gb2007108_286282.htm>.

© 2010 4imprint, Inc. All rights reserved

As a blogger and frequent Tweeter on neuromarketing, Williams said she gets the

lue Paper
ethics question a lot but she doesn’t think that the question of ethics is of great
concern. “People want better products, and they enjoy ads and marketing that
appeals to them.  That’s why people volunteer for focus groups,” said Williams.23

Essentially, Williams said that any possibility of misguided ethics lies within the
brand, not the field of neuromarketing. “When a company is marketing a product
that is harmful, that’s unethical no matter what tools they use.  The reason people
are much quicker to jump on the ethics of neuromarketing is because it takes out
a lot of the guesswork out of marketing and it does so by taking a look at how
our brains respond.”24  

The goal of neuromarketing, explains Williams, is to make it easier for people

to receive messages as well as for brands to convey them. “It’s hard to find
something unethical about wanting to improve the customers’ experience,” she
added.25 

What it all means

Neuromarketing is appealing to researchers and brands alike because it is
undeniably interesting, somewhat controversial and a totally new tactic to the
scene. Evidence also suggests that when executed successfully in conjunction with
traditional marketing tactics, neuromarketing is successful and proponents of
neuromarketing will tell you the return on investment is great.26

Firms and consultancies devoted to neuromarketing are popping

up in major cities, big brand CEOs are calling in neuromarketing
experts to work on specific campaigns and industry conferences
and conventions are headlining neuromarketing authors and
bloggers. Even still, neuromarketing hasn’t reached full adoption
in the marketing world, in part due to large expenses of many
processes and the inability for many results to be interpreted by the layman.

“It’s true that currently neuromarketing is not accessible to many small businesses
or nonprofits,” said Williams. “However, I think we may see that change in the
next couple of years.  Neuro-engineering firms are developing affordable EEG
headsets and there are other collaborations going on to develop software that
will make sense of the data to non-neuroscientists.”27  

23 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.
24 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.
25 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.
26 Williams, Jennifer. “Neuromarketing: Add It to the Marketing Toolbox.” Visibility Magazine. Web. 19 June
2010. <http://www.visibilitymagazine.com/disc-inc-/jennifer-williams/neuromarketing-----add-it-to-the-
marketing-toolbox>.
27 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.

© 2010 4imprint, Inc. All rights reserved

In the meantime, Williams suggests that for those businesses and nonprofits that

lue Paper
are locked out of obtaining data first-hand (primary research), there are resources
out there to gain access to secondary research. Furthermore, Williams shares a

few tips for businesses and nonprofits to incorporated basic neuromarketing in

current marketing efforts28:

• Incorporate usability testing

Usability testing, especially in regards to websites, has incorporated eye
tracking methods for years as a way to increase engagement and recall
while encouraging reading. Consider online website usability tools that
will post your site for user review and testing. Closely watch website
analytics to determine which pages and links visitors are viewing and
clicking in relation to page content. Products and services should also
be subject to usability testing and many agencies exist to assist brands
in objectively testing.

• Take cues from neuromarketing for design elements

There is considerable data already available that points to best
practices in design to improve clarity and communication,
often developed based on neuromarketing findings. The
size of a logo, the space between letters, the color of a
background, the use of font styles, the use of colors and
other factors all make a difference.

• Be mindful of copy
It is important to remember that it’s not all about design—copy
matters. Generally speaking, copy that is “you”-centric, emotionally
engaging, visually easy to read and cognitively easy to think about is
most effective. Williams suggests that all marketers should become
versed in theories like cognitive fluency in order to fully understand
what works with copy and what doesn’t.

• Know that users prefer the now

Neuromarketing research has shown that most people will choose
to have immediate gratification as opposed to gratification that is
delayed. Meaning they want that free gift now, not after they send in
twelve proofs of purchase. Especially online, streamline the conversion
process so consumers are rewarded sooner rather than later.

28 Williams, Jennifer. “Neuromarketing: Add It to the Marketing Toolbox.” Visibility Magazine. Web. 19 June
2010. <http://www.visibilitymagazine.com/disc-inc-/jennifer-williams/neuromarketing-----add-it-to-the-
marketing-toolbox>.

© 2010 4imprint, Inc. All rights reserved

All in all, it is important for marketers to keep in mind that neuromarketing is

lue Paper
a tool to be used within an overall marketing strategy—one that reinforces or
supports messaging, media and the brand. It will not be successful as a
standalone strategy.

“What we already know from behavioral economics and neuromarketing is that

people are remarkably bad at predicting their own behavior,” said Williams.
“So once neuromarketing tools are more accessible, I think we’ll see market
researchers using neuromarketing as a primary tool.” 29 

Neuromarketing is here to stay—science fiction is now reality. Big brands, small

brands and nonprofits should consider exploring this tool sooner rather than
later. Williams agrees: “It’s already here; it’s more prevalent than you think, and
it’s important to be ready to make the shift to more science-based marketing.”  

4imprint serves more than 100,000 businesses with innovative promotional items throughout the United States,
Canada, United Kingdom and Ireland. Its product offerings include giveaways, business gifts, personalized gifts,
embroidered apparel, promotional pens, travel mugs, tote bags, water bottles, Post-it Notes, custom calendars,
and many other promotional items. For additional information, log on to www.4imprint.com.

29 Williams, Jennifer. “Andrea Wisdorf Interview with Jennifer Williams.” E-mail interview. 18 June 2010.

© 2010 4imprint, Inc. All rights reserved