Psychologists believe there are differences between left and right side of the brain. The side that dominates thinking determines the personality traits of individuals. Left brain thinkers are logical, focused on facts and orderly and disciplined. Right brain thinkers are emotional, focused on art and creativity. Left brain thinkers prefer non-fiction while right brain thinkers prefer fiction. Left brain marketer uses statistics, figures and graphs that describe a product from a practical standpoint. While right brain marketer uses luxurious or pleasurable lifestyle, ads focused on breathtaking imagery that ignores the practicality of the product. Left brain marketer believes that profit begins with marketing. He measures the success of a campaign through its impact on bottom-line. Right brain marketer believes that marketing is an art and not a science. He measures the success of a campaign through the brand perception and loyalty.