Roger Dooley has written over 800 posts on his blog, Neuromarketing, Where Brain Science and Marketing Meet. From his biography information we gather that he is the primary author at Neuromarketing, and also owns a marketing consultancy. According to the bio he writes and speaks out about the cross between marketing and neuroscience and research within the Neuromarketing field. For this post I want to analyze a particularly interesting post of his titled, Put your customer in the Ad! This post talks about the response of consumers to personalization in advertisements. He uses the example of OfficeMax’s Elf Yourself which many of people have seen if not used themselves. He explores the brand impact and response of consumers to seeing their name, address or even face on an advertisement, and their increased ability to remeber and identify with the ad. The post is written in a professional manner, but is easy enough to read for the common person. The article is free of jargon and cliches and has an active voice. The post is casual in parts “our brains are fooled by the video trickery and we find it hilarious to see ourselves and others engaged in wild dance” but is still written in a format that lends credibility to the author. Especially in parts containing scientific facts or information the tone is light but informational. The author’s style of writing suggests he is very knowledgable on the subject, which is also evident by the number of posts he has on the same topic. The lightness of the tone makes the post easy and interesting to read. He balances fact or scientific knowledge and opinion in a way that creates a smoothly flowing blog piece. I think the writing style is important specifically to this topic because it is a scientific topic but needs to be discussed in a way that is interesting and engaging to readers, as well as informative.