HET MEDIABREINJOHN FAASSE – UITBIJTERIAA, NEUROMARKETING, 24-3-2011
HET MEDIABREINDE TOEPASBAARHEIDVAN NEURO SCIENCEIN MEDIAPLANNINGEN RECLAME EFFECTONDERZOEK
INHOUDNeuroscienceHet MediabreinToepasbaarheidNeuroscience in marketing en reclame
NEUROSCIENCENeuroscience is the scientific study of the nervous system.Traditionally, neuroscience has been seen as a bran...
NEUROSCIENCE
NEUROSCIENCENeuroanatomy · Neuroanthropology · Neuroaesthetics ·Neurobioengineering · Neurobiology · Neurobiotics · Neurob...
NEUROSCIENCE
NEUROSCIENCETHE FIFTH REVOLUTION1.  Copernicus2.  Darwin3.  Freud4.  DNA5.  NeuroVilyanur Ramachandran in: Lone Frank - Mi...
NEUROSCIENCEHerman M. van Praag in Trouw 5 februari 2011
NEUROSCIENCEBLOB-OLOGY“the science – or art – of creating  images and then interpretingthem as if they have something to  ...
BLOB-OLOGY
SANOMA MEDIABREINWat gebeurt er precies in ons hoofd als we een tijdschriftlezen of naar een televisieprogramma kijken?Hoe...
SANOMA MEDIABREINKunnen we ‘engagement’ aantonen in het brein van detijdschrift lezeressen?Zo ja, hoe beïnvloedt dat de ve...
MEDIABREIN
MEDIABREIN‘Engagement’ of lezer-bladbinding bestaat en je kunt hetaantonen in het brein van de lezeresReclame in je favori...
TOEPASBAARHEID “Neuroscience can add insight in    complementing classical           research”David Penn, Conquest, in: Ad...
TOEPASBAARHEID   “Neuroplanning (...)looks at how    people’s brains respond when      exposed to advertising in      diff...
TOEPASBAARHEIDWest and Spickett-Jones, Opening the box: brain science challenges media neutrality, in: Admap, January 2010
TOEPASBAARHEIDEyetrackingcan predict the attentional effect of an ad on customers in anextremely accurate wayfMRIQuestions...
RECLAMEEFFECTONDERZOEKARF NeuroStandards CollaborationGiven the complexity of the science underlying thesemethods it is di...
RECLAMEEFFECTONDERZOEKRe:think 2011 - The ARF 75th Anniversary Annual Convention•  How neuromarketing research can produce...
NEUROMARKETINGYou can see neuromarketing as an attempt to make the “art”of advertising into a science              Marketi...
NEUROMARKETING
NEURO LIE DETECTOR“Because that is a world in which we, the consumers, canescape all the tricks and traps that companies u...
NEUROMARKETING                “We have no buy button!                     People aren’t robots.”Read Montague in: Lone Fra...
NEUROMARKETING“Research into neuromarketing, or decision-making andcommunication, which it actually is, will not turn us i...
DALI ATOMICUS
john.faasse@uitbijter.nlwww.uitbijter.nlhttp://faassevision.blogspot.comtwitter @uitbijter
DANK VOORUWAANDACHT
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To share- IAA Neuromarketing presentation by John Faasse @ De Uitbijter

  1. 1. HET MEDIABREINJOHN FAASSE – UITBIJTERIAA, NEUROMARKETING, 24-3-2011
  2. 2. HET MEDIABREINDE TOEPASBAARHEIDVAN NEURO SCIENCEIN MEDIAPLANNINGEN RECLAME EFFECTONDERZOEK
  3. 3. INHOUDNeuroscienceHet MediabreinToepasbaarheidNeuroscience in marketing en reclame
  4. 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. 5. NEUROSCIENCE
  6. 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. 7. NEUROSCIENCE
  8. 8. NEUROSCIENCETHE FIFTH REVOLUTION1.  Copernicus2.  Darwin3.  Freud4.  DNA5.  NeuroVilyanur Ramachandran in: Lone Frank - Mindfield
  9. 9. NEUROSCIENCEHerman M. van Praag in Trouw 5 februari 2011
  10. 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. 11. BLOB-OLOGY
  12. 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. 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. 14. MEDIABREIN
  15. 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. 16. TOEPASBAARHEID “Neuroscience can add insight in complementing classical research”David Penn, Conquest, in: Admap, January 2010
  17. 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. 18. TOEPASBAARHEIDWest and Spickett-Jones, Opening the box: brain science challenges media neutrality, in: Admap, January 2010
  19. 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. 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. 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. 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. 23. NEUROMARKETING
  24. 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. 25. NEUROMARKETING “We have no buy button! People aren’t robots.”Read Montague in: Lone Frank - Mindfield
  26. 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. 27. DALI ATOMICUS
  28. 28. john.faasse@uitbijter.nlwww.uitbijter.nlhttp://faassevision.blogspot.comtwitter @uitbijter
  29. 29. DANK VOORUWAANDACHT

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