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To share- IAA Neuromarketing presentation by John Faasse @ De Uitbijter

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Neuromarketing

Neuromarketing

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  • 1. HET MEDIABREINJOHN FAASSE – UITBIJTERIAA, NEUROMARKETING, 24-3-2011
  • 2. HET MEDIABREINDE TOEPASBAARHEIDVAN NEURO SCIENCEIN MEDIAPLANNINGEN RECLAME EFFECTONDERZOEK
  • 3. INHOUDNeuroscienceHet MediabreinToepasbaarheidNeuroscience in marketing en reclame
  • 4. NEUROSCIENCENeuroscience is the scientific study of the nervous system.Traditionally, neuroscience has been seen as a branch ofbiology.However, it is currently an interdisciplinary science thatcollaborates with other fields such as psychology,mathematics, physics, chemistry, engineering, computerscience, philosophy, and medicine.Bron: wiki ‘neuroscience’
  • 5. NEUROSCIENCE
  • 6. NEUROSCIENCENeuroanatomy · Neuroanthropology · Neuroaesthetics ·Neurobioengineering · Neurobiology · Neurobiotics · Neurobusiness ·Neurocardiology · Neurochemistry · Neurochip · Neuroculture ·Neurodegeneration · Neurodevelopmental disorders ·Neurodermatology · Neurodiversity · Neuroeconomics · NeuroeducationNeuroembryology · Neuroendocrinology · Neuroepidemiology ·Neuroergonomics · Neuroethics · Neuroethology · Neuroevolution ·Neurogastroenterology · Neurogenetics · Neurohematology ·Neurohepatology · Neurohistology · Neurohistory · Neuroimaging ·Neuroimmunology · Neuroinformatics · Neurointensive care · NeurolawNeurolinguistics · Neurology · Neuromarketing · Neuromathematics ·Neurometrics · Neuromodulation · Neuromonitoring · NeuronephrologyNeurooncology · Neuro-ophthalmology · Neuropathology ·Neuropharmacology · Neurophilosophy · Neurophysics ·Neurophysiology · Neuroplasticity · Neuropolitics · Neuroprosthetics ·Neuropsychiatry · Neuro-psychoanalysis · Neuropsychology ·Neuropulmonology · Neuroradiology · Neurorehabilitation ·Neurorheumatology · Neurorobotics · Neurosociology · Neurostatistics ·Neurosurgery · Neurotechnology · Neurotheology · Neurotransmitter ·Neurourology · NeurovirologyBron: wiki ‘neuroscience’
  • 7. NEUROSCIENCE
  • 8. NEUROSCIENCETHE FIFTH REVOLUTION1.  Copernicus2.  Darwin3.  Freud4.  DNA5.  NeuroVilyanur Ramachandran in: Lone Frank - Mindfield
  • 9. NEUROSCIENCEHerman M. van Praag in Trouw 5 februari 2011
  • 10. NEUROSCIENCEBLOB-OLOGY“the science – or art – of creating images and then interpretingthem as if they have something to do with human behaviour”Cordelia Fine, Delusions of Gender: How Our Minds, Society, and Neurosexism create Difference
  • 11. BLOB-OLOGY
  • 12. SANOMA MEDIABREINWat gebeurt er precies in ons hoofd als we een tijdschriftlezen of naar een televisieprogramma kijken?Hoe reageert ons brein als die kijk- of leeservaring wordtonderbroken door reclame?
  • 13. SANOMA MEDIABREINKunnen we ‘engagement’ aantonen in het brein van detijdschrift lezeressen?Zo ja, hoe beïnvloedt dat de verwerking van advertenties?Kijken media deskundigen anders naar media danconsumenten?
  • 14. MEDIABREIN
  • 15. MEDIABREIN‘Engagement’ of lezer-bladbinding bestaat en je kunt hetaantonen in het brein van de lezeresReclame in je favoriete tijdschrift wordt beter verwerkt danreclame in andere tijdschriftenEen advertentie die ‘past’ bij het tijdschrift waarin hij wordtgeplaatst wordt beter verwerkt dan gemiddeld
  • 16. TOEPASBAARHEID “Neuroscience can add insight in complementing classical research”David Penn, Conquest, in: Admap, January 2010
  • 17. TOEPASBAARHEID “Neuroplanning (...)looks at how people’s brains respond when exposed to advertising in different media channels”David Wilding PHD, in: Admap, January 2010
  • 18. TOEPASBAARHEIDWest and Spickett-Jones, Opening the box: brain science challenges media neutrality, in: Admap, January 2010
  • 19. TOEPASBAARHEIDEyetrackingcan predict the attentional effect of an ad on customers in anextremely accurate wayfMRIQuestions such as ‘which one of two TV ads is more engaging/memorable/attention grabbing?’ are best adressed through fMRIEEGWhich parts of an ad are more alerting/engaging to the viewer?Does a particular feature of an ad evoke a more positive or morenegative reaction in the viewer?How does the exact time course of processing differ acrossdifferent ads?Dalvit and Leighton, Boost ad response through neuroscience, in: Admap, February 2011
  • 20. RECLAMEEFFECTONDERZOEKARF NeuroStandards CollaborationGiven the complexity of the science underlying thesemethods it is difficult for marketers to decide which approachis best for their objectives.Moreover, despite the promise, there are still substantivequestions associated with the use of these methods.In short, media, marketing, and advertising researchers needmore and better information to evaluate the opportunitiesthat these new methods offerBron: http://www.thearf.org/assets/neurostandards-collaboration
  • 21. RECLAMEEFFECTONDERZOEKRe:think 2011 - The ARF 75th Anniversary Annual Convention•  How neuromarketing research can produce new insights for advertising, branding, and other marketing research projects•  Which biometric and neurological methods are best suited for specific research objectives and what are the advantages and disadvantages of these methods compared to traditional research methodologies•  Best practice recommendations for both users of this research as well as vendors
  • 22. NEUROMARKETINGYou can see neuromarketing as an attempt to make the “art”of advertising into a science Marketing is not a scienceLone Frank - Mindfield
  • 23. NEUROMARKETING
  • 24. NEURO LIE DETECTOR“Because that is a world in which we, the consumers, canescape all the tricks and traps that companies use to seduceus to their products and get us to buy and take back ourrational minds. And I hope that by writing Buyology, this isthe world I have helped bring about.“Martin Lindström – buy.ology
  • 25. NEUROMARKETING “We have no buy button! People aren’t robots.”Read Montague in: Lone Frank - Mindfield
  • 26. NEUROMARKETING“Research into neuromarketing, or decision-making andcommunication, which it actually is, will not turn us intomega-shopping zombies.On the other hand, it is likely to help us figure out why weshop, why we buy something particular, and how differentgroups of people can be influenced by the market, by culturalmessages and the way they are delivered.”Read Montague in: Lone Frank - Mindfield
  • 27. DALI ATOMICUS
  • 28. john.faasse@uitbijter.nlwww.uitbijter.nlhttp://faassevision.blogspot.comtwitter @uitbijter
  • 29. DANK VOORUWAANDACHT