D. fjeld -_neuroplanning_prague1

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D. fjeld -_neuroplanning_prague1

  1. 1. NeuroplanningMedia Brunch, Czech Publishers Association,Magazine SectionPrague, June 17th 2010By Dag Inge FjeldStrategic director PHD Network, Norway
  2. 2. What is Neuroplanning?
  3. 3. 1: how the brain physically functions Neuroscience Partners - Dr Gemma Calvert and Dr Adrian Owen of Neurosense Ltd.
  4. 4. 2: h ww o e process ad n store information Cognitive Psychology Partners - Wendy Gordon & Dr Giep Franzen / Margot Bouwman
  5. 5. 3: media metrics
  6. 6. neuroplanning
  7. 7. October 11th seasonal advertisements
  8. 8. Did you purchase your Christmas gifts in February?In June?
  9. 9. Sensory inputRelevance Contrasts Emotions and metaphors
  10. 10. Christmas plays out differently in various mediachannels
  11. 11. “We are not thinkingmachines that feel, we arefeeling machines thatthink"
  12. 12. ContentReinforced by the context
  13. 13. In touch The Big TelecomFamily Protective father an engram
  14. 14. In touch FreeFamily offerFamily Protective father activate
  15. 15. neuroplanning
  16. 16. fivekey questions
  17. 17. Is the targetemotionallywarm,neutral orcool?”
  18. 18. “What is theperceivedinterest level inthe message?
  19. 19. “Is theobjectiveimmediate orlong term?”
  20. 20. “Is themessageimplicit orexplicit?”
  21. 21. “Do you want tochange, reinforceor introduceassociations tothe brand?”
  22. 22. neuroplanning
  23. 23. Strengthen Your brand is well regarded and the brand engram is full of positive, desirable associations. Job of communication is reinforcement.
  24. 24. Breakthrough
  25. 25. ___ _____ _______
  26. 26. "You can say the right thing about a product and nobody willlisten. Youve got to say it in such a way that people willfeel it in their gut. Because if they dont feel it,nothing will happen."- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
  27. 27. Six neuroplanning communication models Strengthen Breakthrough Disrupt Connect Subinfluence Activate
  28. 28. Content and neuroplanning Don’t start with an ad Start with the enabling experience Build the communications plan around the experience Create content through the experience Leverage the content

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