1. Neuroplanning
Media Brunch, Czech Publishers Association,
Magazine Section
Prague, June 17th 2010
By Dag Inge Fjeld
Strategic director PHD Network, Norway

2. What is Neuroplanning?

3. 1:
how
the brain
physically
functions
Neuroscience Partners - Dr Gemma Calvert
and Dr Adrian Owen of Neurosense Ltd.

4. 2: h ww
o e
process
ad
n
store
information
Cognitive Psychology Partners - Wendy Gordon &
Dr Giep Franzen / Margot Bouwman

5. 3:
media
metrics

6. neuroplanning

7. October 11th
seasonal advertisements

8. Did you purchase your Christmas gifts in February?
In June?

9. Sensory input
Relevance Contrasts
Emotions and metaphors

12. Christmas plays out differently in various media
channels

13. “We are not thinking
machines that feel, we are
feeling machines that
think"

15. Content
Reinforced by the context

17. In touch
The Big Telecom
Family
Protective father
an engram

18. In touch
FreeFamily offer
Family
Protective father
activate

19. neuroplanning

20. five
key questions

21. Is the target
emotionally
warm,
neutral or
cool?”

22. “What is the
perceived
interest level in
the message?

23. “Is the
objective
immediate or
long term?”

24. “Is the
message
implicit or
explicit?”

25. “Do you want to
change, reinforce
or introduce
associations to
the brand?”

26. neuroplanning

27. Strengthen
Your brand is well regarded and the brand
engram is full of positive, desirable associations.
Job of communication is reinforcement.

30. Breakthrough

31. ___
_____ _______

42. "You can say the right thing about a product and nobody will
listen. You've got to say it in such a way that people will
feel it in their gut. Because if they don't feel it,
nothing will happen."
- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB
Needham Worldwide.

44. Six neuroplanning communication models
Strengthen
Breakthrough
Disrupt
Connect
Subinfluence
Activate

45. 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