Neuroscience in Advertising

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Future communication experts must be able to handle scientific methods in order to be effective. This presentation is a simple view on how it can be done

Future communication experts must be able to handle scientific methods in order to be effective. This presentation is a simple view on how it can be done

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  • 1. Presentation given to Advertising club Hyderabad on 11.11.11NEUROSCIENCE AND ADVERTISING
  • 2. NON LINEAR & RANDOM CHAOTIC STUFFFOCUS ON LEARNING INDUCED PLASTICITY NOT MEDICALLY DEFINED ONEIAM AN DIGITAL MIGRANT MORE OF A CHALK AND BLACK BOARD GUY HENCE PPT IS ABIT OF A STUGGLE.. SO BEAR WITH MEDISCLAIMER
  • 3. The Eras we have traversed
  • 4. Current era
  • 5. You would notice• We are straddling 2 eras already• We are challenged in reconciling the opportunities both these eras present• NOW THE 3RD ERA, Biotech era, is at the door step
  • 6. The Word Doc era explained
  • 7. Photoshop Era
  • 8. Photoshop + Excel Sheet stageTHEN I ESCAPED THE MEDIA SCENE
  • 9. Into the advertising pot I fellFUSING DIRECT MAIL WITH MASS MEDIA
  • 10. My journey with neuroscience• Spent 4 yrs of study – Brain Plasticity and Listening• Worked with Next Generation (students and young professionals• In the process of writing two books
  • 11. Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
  • 12. YOUNGER GEN SCORNED FOR THIS
  • 13. Look closely…• Low attention • Skills to spans multitask, sharper• Instinctive minds• Wired to process • Doers Images & symbols • Breaking language barriers
  • 14. They have learnt how to learn How did this happen ?
  • 15. GAMING – THE REASON• Focus – Persistence – Attention• Memory – Processing – Sequencing• Achievement and Dopamine release• Pushing the bar – mastery of levels• COME CHALLENGE ME ATTITUDE
  • 16. HOW DOES THE BRAIN WORK? BRAIN FEASTS ON CHALLENGE REJECTS THREAT
  • 17. BRAIN IS PLASTICIt constantly changes by processing new challenges and changing
  • 18. How does brain acquire skills? Making of a cortical map
  • 19. Memory typesSEMANTIC SEMATICMEMORIES EPISODICMEMORIES MEMORIES PROCEDURAL MEMORIES
  • 20. They have learnt how to learn How did this happen ? BUSY EQUIPPING THEIR PROCEDURAL MEMORIES
  • 21. OUR CHALLENGE IS TO LOW ATTENTION SPANS Aka RAPID LEARNING SKILLS
  • 22. How to do it ?• Traditional Communication skills wont work• From TALK TO 2 TALK WITH• Fusing Science & Technology
  • 23. UNKNOWN FUTURE CAN FREAK YOU PRESENTEISIN SILSX T GKLW T EP O HL N
  • 24. From “TALK TO” 2 “TALK WITH” Combining Social media with traditional media
  • 25. Fusing Science & Technology Drills disguised as games For autism, ADHD, dyslexia, depression and even for headaches
  • 26. Experience of working with Kids & Youth• Low attention spans• Instinctive• Wired to process Images & symbols
  • 27. Instinctive• Cake – Wine – Book experiment• The rise of impulse• Multi tasking is in
  • 28. The travelling brain. Attainingautomaticity
  • 29. Designed to fit the Human Hand Both are TechnologiesThe axe in use for 30000 generationsThe mouse changes every 5 years
  • 30. Like button with its own mind
  • 31. Cognitive power of Digital Natives• Increase in cognitive demands have lead to De centralization of the brain• They are not zombies walking about hallucinated .. They have their brains all over their body
  • 32. THE BODYTHE EYESTHE HANDTHE FINGER
  • 33. I Phone
  • 34. The future agencies Biological specialists• Click specialists• Walk specialists
  • 35. Will this change?• Efficient computing platforms (Molecular Electronics, Photonics, Quantum computing and DNA Computing)• Artificial Intelligence, teleportation• Evolution will replace engineering• Value creation at the molecular level
  • 36. What does this mean?There will be an acceleration of current trends.
  • 37. Science has to meetSolution ART & ENGINEERING
  • 38. Some lessons from our culture When the consumer is impulsive we need to do the thinking on his behalf. The thinker always win