Left and right sided brain marketing
Nonetheless I want to wrap up of what you should be aware of when we talk about the relation between the left and right brain concept and marketing.
The right side of brain in marketing
Viewing a TV program or looking at posters is considered an activity processed by the right brain (the more creative and nonlinear part). The whole process of storing the information into the brain seems to be a passive learning process, which is to say, that almost no active involvement can be measured. Thus TV is a passive learning medium and learning only occurs due to repetition. The repetitive exposure to TV commercials should lead to an attitudinal change of the observer. If the attitudinal change is directed by a favorable and positive opinion towards the product it will most likely lead to a purchasing decision. In this context, repetition is the key factor to success. For that reason you should always provide cues throughout your whole marketing campaign that make it appear consistent (e.g. use the same images, shapes and colors on your displays, packaging, billboards etc.)
The left side of the brain in marketing.
The left brain hemisphere is related to language and verbal information. This includes newspapers, magazines and other print media, which are also considered as high involvement media. Accordingly a left brain appealing advertisement should stress product information, the benefits or scientific proof. This will help the left hemisphere to collect the necessary information to evaluate the advantages and disadvantages of the product. Finally it is to say, an advertisement with information will of course stimulate the more cognitive area in the brain which also leads to a higher involvement and to a more reasoned purchasing decision.
However it is important to emphasize again that the brain hemispheres do not work separately. There are always both sides involved when a customer is exposed to a certain message. But depending of the type of your target audience you can make your commercial more related to them by finding out whether they have a high or low need of cognition.