This document provides an overview of neuro-marketing. It defines neuro-marketing as a field that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli using neuroscience techniques like EEG, eye tracking, and facial coding. It discusses the history and premise that 95% of decision-making occurs in the subconscious emotional part of the brain. It outlines the 4 steps of neuro-marketing - diagnose the pain, differentiate claims, demonstrate the gain, and deliver to the reptilian brain. It lists 6 common stimuli and both the pros and cons of neuro-marketing approaches. It also presents views from different people and provides a case study comparing Coke and Pepsi brand loyalty.
Neuro marketing is a new field that applies neuroscience to understand consumer decision making. It uses brain imaging techniques like fMRI to study how the brain responds to marketing stimuli and purchases. While the conscious mind believes it makes decisions, the subconscious mind actually controls 95% of purchasing. Neuro marketing benefits include more accurate consumer insights and influencing customers to click "buy". It provides strategic advantages such as improving brand strategies, communications, and digital/social media strategies. The challenge is engaging consumers emotionally so involvement translates to purchases.
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
NeuroMarketing is a new field that uses technologies like brain scanning to study the sensorimotor, cognitive, and affective responses of consumers to marketing stimuli in order to better understand why consumers make purchasing decisions. Researchers in this field aim to provide marketers with knowledge about what specifically captures consumers' attention, such as packaging colors or sounds. While still emerging, NeuroMarketing seeks to help create more effective products and advertising by understanding the unconscious brain responses that drive about 90% of consumer behavior.
This document discusses neuromarketing and how neuroscience can be applied to better understand consumer behavior. It notes that traditional market research methods are limited because people don't always act in line with their thoughts and feelings. Several studies are summarized that show people have different preferences when blindly tasting products like Coke vs Pepsi compared to when the brands are visible. The document argues that combining neuroscience, algorithms, and improved research design can provide more accurate insights into how the brain reacts and predicts consumer behavior, outperforming classic market research methods. It introduces several neuroscience and marketing experts and gives examples of how measuring brain activity at different price points can reveal the optimal price for a product.
Neuromarketing uses tools from neuroscience like EEG, fMRI, eye tracking and analysis of facial expressions and physiological responses to understand consumers' unconscious emotional and cognitive responses to marketing. This helps optimize products, ads and shelf placement. Traditional methods like surveys are limited since consumers may not consciously understand their own preferences. Neuromarketing tools provide objective data on how the brain processes brands and marketing messages. This helps improve marketing effectiveness and reduce the high failure rate of new products and campaigns. As the field advances, it seeks to better understand cultural differences in how societies relate to marketing.
Neuromarketing is a field that uses neuroscience techniques like fMRI, EEG, and eye tracking to understand consumer decision-making by measuring brain activity in response to marketing stimuli. It aims to better meet consumer needs and inform product design, packaging, advertising, and more. Neuromarketing emerged in the 1990s and uses methods like fMRI, EEG, eye tracking, and facial coding to learn which parts of the brain are activated by different marketing elements. Both pros and cons are discussed, with pros being more reliable results from smaller samples and insights to improve marketing, while cons include potential concerns about manipulation.
Neuromarketing uses neuroscience techniques like EEG and fMRI to measure consumers' unconscious responses to marketing stimuli in order to better understand decision making. It has shown that the subconscious mind has a greater influence on decisions than the conscious mind realizes. Neuromarketing can provide insights into brand preference, ad effectiveness, and optimal media contexts by measuring engagement, attention, memory, and emotional responses in the brain. While an expensive technique, it can be useful when traditional research is insufficient and when results are expected to significantly impact marketing strategies.
This document provides an overview of neuro-marketing. It defines neuro-marketing as a field that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli using neuroscience techniques like EEG, eye tracking, and facial coding. It discusses the history and premise that 95% of decision-making occurs in the subconscious emotional part of the brain. It outlines the 4 steps of neuro-marketing - diagnose the pain, differentiate claims, demonstrate the gain, and deliver to the reptilian brain. It lists 6 common stimuli and both the pros and cons of neuro-marketing approaches. It also presents views from different people and provides a case study comparing Coke and Pepsi brand loyalty.
Neuro marketing is a new field that applies neuroscience to understand consumer decision making. It uses brain imaging techniques like fMRI to study how the brain responds to marketing stimuli and purchases. While the conscious mind believes it makes decisions, the subconscious mind actually controls 95% of purchasing. Neuro marketing benefits include more accurate consumer insights and influencing customers to click "buy". It provides strategic advantages such as improving brand strategies, communications, and digital/social media strategies. The challenge is engaging consumers emotionally so involvement translates to purchases.
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
NeuroMarketing is a new field that uses technologies like brain scanning to study the sensorimotor, cognitive, and affective responses of consumers to marketing stimuli in order to better understand why consumers make purchasing decisions. Researchers in this field aim to provide marketers with knowledge about what specifically captures consumers' attention, such as packaging colors or sounds. While still emerging, NeuroMarketing seeks to help create more effective products and advertising by understanding the unconscious brain responses that drive about 90% of consumer behavior.
This document discusses neuromarketing and how neuroscience can be applied to better understand consumer behavior. It notes that traditional market research methods are limited because people don't always act in line with their thoughts and feelings. Several studies are summarized that show people have different preferences when blindly tasting products like Coke vs Pepsi compared to when the brands are visible. The document argues that combining neuroscience, algorithms, and improved research design can provide more accurate insights into how the brain reacts and predicts consumer behavior, outperforming classic market research methods. It introduces several neuroscience and marketing experts and gives examples of how measuring brain activity at different price points can reveal the optimal price for a product.
Neuromarketing uses tools from neuroscience like EEG, fMRI, eye tracking and analysis of facial expressions and physiological responses to understand consumers' unconscious emotional and cognitive responses to marketing. This helps optimize products, ads and shelf placement. Traditional methods like surveys are limited since consumers may not consciously understand their own preferences. Neuromarketing tools provide objective data on how the brain processes brands and marketing messages. This helps improve marketing effectiveness and reduce the high failure rate of new products and campaigns. As the field advances, it seeks to better understand cultural differences in how societies relate to marketing.
Neuromarketing is a field that uses neuroscience techniques like fMRI, EEG, and eye tracking to understand consumer decision-making by measuring brain activity in response to marketing stimuli. It aims to better meet consumer needs and inform product design, packaging, advertising, and more. Neuromarketing emerged in the 1990s and uses methods like fMRI, EEG, eye tracking, and facial coding to learn which parts of the brain are activated by different marketing elements. Both pros and cons are discussed, with pros being more reliable results from smaller samples and insights to improve marketing, while cons include potential concerns about manipulation.
Neuromarketing uses neuroscience techniques like EEG and fMRI to measure consumers' unconscious responses to marketing stimuli in order to better understand decision making. It has shown that the subconscious mind has a greater influence on decisions than the conscious mind realizes. Neuromarketing can provide insights into brand preference, ad effectiveness, and optimal media contexts by measuring engagement, attention, memory, and emotional responses in the brain. While an expensive technique, it can be useful when traditional research is insufficient and when results are expected to significantly impact marketing strategies.
Neuromarketing uses techniques like eye tracking, EEG scans, and fMRI to measure neurological and physiological indicators when consumers are exposed to marketing stimuli. This reveals hidden preferences that traditional surveys cannot access. Some techniques measure attention, emotional response, and activation of brain regions related to reward and decision-making. Early adopters include PepsiCo, Daimler Chrysler, and Jack Daniels, but high costs and ethical concerns may limit widespread adoption. Overall, neuromarketing aims to uncover subconscious consumer preferences to create more effective marketing.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
The document discusses the evolution of marketing strategies and the importance of understanding audiences. It emphasizes generating meaningful marketing that improves people's lives and builds trust. Key aspects include understanding the generational characteristics, values, and behaviors of target customers and connecting with them through language and platforms they use. Neuromarketing techniques analyze emotional and cognitive responses to help create effective and ethical marketing.
1. A neuromarketing study analyzed consumer brain responses to brands through fMRI scans. It found that traditional self-reported surveys did not accurately predict purchase behaviors, as emotional brain regions still encouraged smoking despite claimed intentions to quit.
2. An experiment analyzed brand memory from viewers of the TV show American Idol. It found Coca-Cola placements within the show were best remembered, while Ford commercials saw reduced recall from lack of integration. This highlighted how emotionally engaging placements boost brand memory over disconnected ads.
3. Neuromarketing techniques can better predict consumer actions by understanding unconscious emotional brain responses that often contradict rational thinking. Well-integrated product placements that engage emotional regions are more effective than
Various notes and quotes from the book "Buyology" by Martin Lindstrom. The book reported the results of the world's largest neuromarketing study ever conducted and this presentation highlights the main points discussed in the book. I initially created this presentation for a "Buying Behavior" course I taught at UC Santa Barbara Extension. For more information about the book visit http://www.martinlindstrom or to "buy" it go to http://www.tr.im/buyology.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
AMA: The Art and Science of NeuromarketingSheridan Orr
This document discusses neuromarketing and its applications. It begins by asking if neuromarketing is "voodoo science" and then provides examples of how neuromarketing has been used, including by Emerald Nuts for a Super Bowl ad that failed. It also notes that Apple products activated similar brain regions as religious imagery. Finally, it suggests lessons that can be learned from neuromarketing, such as the importance of emotion, novelty, and motion. The document requests a budget for neuromarketing equipment and staff.
Neuromarketing uses neuroscience techniques like functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to understand consumers' brain responses to marketing stimuli. Marketers apply these techniques to test things like commercials, product labels, websites, and advertisements to measure their impact on the brain and refine them for maximum effectiveness and appeal. Some companies that have used neuromarketing include Frito-Lay, Hyundai, ESPN, Microsoft, and PayPal.
Neuromarketing is the formal study of the brain’s responses to advertising and branding, and the adjustment of those messages based on feedback to elicit even better responses. Researchers use technologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to measure specific types of brain activity in response to advertising messages. With this information, companies learn why consumers make the decisions they do, and what parts of the brain are motivating them to do so.
11th Jeddah Marketing Club, Neuromarketing by Dr.Sameh GaberMahmoud Bahgat
11th Jeddah Marketing Club, Neuromarketing by Dr.Sameh Gaber
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
Mindful Neuro-Marketing focuses on creating generous minds through paying attention purposefully. It presents a model for marketers and customers that considers how the brain and heart work together in behavior, advocates long-term mindfulness to sustain corporate vision, and explores how branding can involve cooperation rather than just promotion. The document discusses related topics like balance, seeing with depth, selling to the brain while retaining with heart, working with patience and focus, and gathering through defense. It also provides information on activities, locations, and a profile for mindful neuro-marketing workshops and seminars.
This document discusses the power of promotional products as an effective marketing tool. It begins by giving examples of memorable promotional products and defines what a promotional product is. The document then states that promotional products are an $18.1 billion industry. It explains how promotional products can help companies stand out, engage younger audiences who avoid traditional advertising, and provide advantages like being memorable and having a higher perceived value. Studies cited show that promotional products improve brand recall and attitudes more than other forms of advertising alone. The document concludes by providing tips for maximizing the effectiveness of promotional products, such as identifying goals, working with a promotional consultant, planning an overall campaign, and evaluating results.
Young marketers elite 2013 assignment 2.1 - tuong_phongJoy Phan
Apple needs to research the market, customers, and competitors before launching a new product. Specifically, Apple should understand the demographics and needs of the target market, customer behaviors and locations, and competitors' strengths and weaknesses. Apple examines the product development process from establishing needs to determining the future of older products. For a new product launch, Apple will research current and potential customers through surveys to understand reactions, barriers to purchase, price expectations, and what is most attractive about the product. The research will help Apple segment the market and successfully launch the new product.
(Egypt OTC Marketing)17th Cairo Marketing Club by Dr. Mahmoud HhamedMahmoud Bahgat
(Egypt OTC Marketing)17th Cairo Marketing Club by Dr. Mahmoud Hhamed
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
Medical device companies must adapt to changing times by focusing on four new fundamentals in marketing: finding the human story through compelling patient testimonials, creating a ladder of calls-to-action to guide prospects, building a measurement-friendly culture to track marketing results, and shaping the long customer journey through ongoing communication. Adopting these practices can help medical device marketers drive physician and patient demand in the current environment.
The document provides an overview of neuromarketing, including its history, techniques, case studies, critiques, and future perspectives. Neuromarketing uses technologies like EEGs and fMRIs to measure brain activity and understand consumers' emotional engagement and memory formation related to products and ads. A key case study examined consumer preferences when drinking Coke vs Pepsi while being scanned; findings revealed cultural influences on brand perceptions. Both pros and cons are discussed, such as its ability to target the unconscious mind but also potential ethical issues with "brainwashing" techniques. The future of neuromarketing is debated, with some believing it will become standard for product development while others question if added regulation may be needed.
Business english-presentation-neuromarketing-december-2008-1225041504962997-8MARIO RAMIREZ
Neuromarketing is a field that uses neuroscience technologies like fMRI to understand consumer brain responses to advertising and brands. Two case studies are described: a Pepsi vs Coke taste test found brand knowledge influenced perceptions of taste, and viewing sports cars strongly activated reward areas of the brain. Supporters argue neuromarketing can improve ad effectiveness and product targeting, while opponents see it as a form of brainwashing that could spread degraded values and disease. The field is still emerging but may influence how commerce and ethics develop regarding commercial use of brain scanning.
Neuroscience techniques like EEG, fMRI and eye tracking can provide insights into unconscious consumer decision making. Marketers have used these methods to understand how consumers perceive brands, slogans and advertisements. For example, Coca Cola research found brand image influenced taste preference more than actual taste. However, some argue neuromarketing could allow manipulation of consumer desires and be misused for propaganda. Overall, it provides useful research tools but also controversies around ethics and potential negative impacts.
Neuromarketing uses techniques like eye tracking, EEG scans, and fMRI to measure neurological and physiological indicators when consumers are exposed to marketing stimuli. This reveals hidden preferences that traditional surveys cannot access. Some techniques measure attention, emotional response, and activation of brain regions related to reward and decision-making. Early adopters include PepsiCo, Daimler Chrysler, and Jack Daniels, but high costs and ethical concerns may limit widespread adoption. Overall, neuromarketing aims to uncover subconscious consumer preferences to create more effective marketing.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
The document discusses the evolution of marketing strategies and the importance of understanding audiences. It emphasizes generating meaningful marketing that improves people's lives and builds trust. Key aspects include understanding the generational characteristics, values, and behaviors of target customers and connecting with them through language and platforms they use. Neuromarketing techniques analyze emotional and cognitive responses to help create effective and ethical marketing.
1. A neuromarketing study analyzed consumer brain responses to brands through fMRI scans. It found that traditional self-reported surveys did not accurately predict purchase behaviors, as emotional brain regions still encouraged smoking despite claimed intentions to quit.
2. An experiment analyzed brand memory from viewers of the TV show American Idol. It found Coca-Cola placements within the show were best remembered, while Ford commercials saw reduced recall from lack of integration. This highlighted how emotionally engaging placements boost brand memory over disconnected ads.
3. Neuromarketing techniques can better predict consumer actions by understanding unconscious emotional brain responses that often contradict rational thinking. Well-integrated product placements that engage emotional regions are more effective than
Various notes and quotes from the book "Buyology" by Martin Lindstrom. The book reported the results of the world's largest neuromarketing study ever conducted and this presentation highlights the main points discussed in the book. I initially created this presentation for a "Buying Behavior" course I taught at UC Santa Barbara Extension. For more information about the book visit http://www.martinlindstrom or to "buy" it go to http://www.tr.im/buyology.
The document provides a summary of the professional experiences and background of Katharina Licht. It details her education in Berlin and early work experiences in San Francisco working in natural foods and advertising. It then outlines roles she held in Boston at an innovations consultancy and freelancing for Sprint and Sapient. The document lists brands and companies she has helped and provides more details on specific projects, including usability testing for Sunglass Hut's ecommerce site, baseline research for LEGO Education, B2B ethnography for Sprint, benchmark studies, and analyzing Sprint's 2010 winter holiday promotion. The document gives high-level overviews of the challenges, actions, and results for each project.
AMA: The Art and Science of NeuromarketingSheridan Orr
This document discusses neuromarketing and its applications. It begins by asking if neuromarketing is "voodoo science" and then provides examples of how neuromarketing has been used, including by Emerald Nuts for a Super Bowl ad that failed. It also notes that Apple products activated similar brain regions as religious imagery. Finally, it suggests lessons that can be learned from neuromarketing, such as the importance of emotion, novelty, and motion. The document requests a budget for neuromarketing equipment and staff.
Neuromarketing uses neuroscience techniques like functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to understand consumers' brain responses to marketing stimuli. Marketers apply these techniques to test things like commercials, product labels, websites, and advertisements to measure their impact on the brain and refine them for maximum effectiveness and appeal. Some companies that have used neuromarketing include Frito-Lay, Hyundai, ESPN, Microsoft, and PayPal.
Neuromarketing is the formal study of the brain’s responses to advertising and branding, and the adjustment of those messages based on feedback to elicit even better responses. Researchers use technologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to measure specific types of brain activity in response to advertising messages. With this information, companies learn why consumers make the decisions they do, and what parts of the brain are motivating them to do so.
11th Jeddah Marketing Club, Neuromarketing by Dr.Sameh GaberMahmoud Bahgat
11th Jeddah Marketing Club, Neuromarketing by Dr.Sameh Gaber
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
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●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
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this Club for Only Marketers
Soon will open for all
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For Sales Managers & Directors
Will be Not for Marketers
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جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
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#Marketing_Club
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Mindful Neuro-Marketing focuses on creating generous minds through paying attention purposefully. It presents a model for marketers and customers that considers how the brain and heart work together in behavior, advocates long-term mindfulness to sustain corporate vision, and explores how branding can involve cooperation rather than just promotion. The document discusses related topics like balance, seeing with depth, selling to the brain while retaining with heart, working with patience and focus, and gathering through defense. It also provides information on activities, locations, and a profile for mindful neuro-marketing workshops and seminars.
This document discusses the power of promotional products as an effective marketing tool. It begins by giving examples of memorable promotional products and defines what a promotional product is. The document then states that promotional products are an $18.1 billion industry. It explains how promotional products can help companies stand out, engage younger audiences who avoid traditional advertising, and provide advantages like being memorable and having a higher perceived value. Studies cited show that promotional products improve brand recall and attitudes more than other forms of advertising alone. The document concludes by providing tips for maximizing the effectiveness of promotional products, such as identifying goals, working with a promotional consultant, planning an overall campaign, and evaluating results.
Young marketers elite 2013 assignment 2.1 - tuong_phongJoy Phan
Apple needs to research the market, customers, and competitors before launching a new product. Specifically, Apple should understand the demographics and needs of the target market, customer behaviors and locations, and competitors' strengths and weaknesses. Apple examines the product development process from establishing needs to determining the future of older products. For a new product launch, Apple will research current and potential customers through surveys to understand reactions, barriers to purchase, price expectations, and what is most attractive about the product. The research will help Apple segment the market and successfully launch the new product.
(Egypt OTC Marketing)17th Cairo Marketing Club by Dr. Mahmoud HhamedMahmoud Bahgat
(Egypt OTC Marketing)17th Cairo Marketing Club by Dr. Mahmoud Hhamed
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
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جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
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فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
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Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
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Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
Medical device companies must adapt to changing times by focusing on four new fundamentals in marketing: finding the human story through compelling patient testimonials, creating a ladder of calls-to-action to guide prospects, building a measurement-friendly culture to track marketing results, and shaping the long customer journey through ongoing communication. Adopting these practices can help medical device marketers drive physician and patient demand in the current environment.
The document provides an overview of neuromarketing, including its history, techniques, case studies, critiques, and future perspectives. Neuromarketing uses technologies like EEGs and fMRIs to measure brain activity and understand consumers' emotional engagement and memory formation related to products and ads. A key case study examined consumer preferences when drinking Coke vs Pepsi while being scanned; findings revealed cultural influences on brand perceptions. Both pros and cons are discussed, such as its ability to target the unconscious mind but also potential ethical issues with "brainwashing" techniques. The future of neuromarketing is debated, with some believing it will become standard for product development while others question if added regulation may be needed.
Business english-presentation-neuromarketing-december-2008-1225041504962997-8MARIO RAMIREZ
Neuromarketing is a field that uses neuroscience technologies like fMRI to understand consumer brain responses to advertising and brands. Two case studies are described: a Pepsi vs Coke taste test found brand knowledge influenced perceptions of taste, and viewing sports cars strongly activated reward areas of the brain. Supporters argue neuromarketing can improve ad effectiveness and product targeting, while opponents see it as a form of brainwashing that could spread degraded values and disease. The field is still emerging but may influence how commerce and ethics develop regarding commercial use of brain scanning.
Neuroscience techniques like EEG, fMRI and eye tracking can provide insights into unconscious consumer decision making. Marketers have used these methods to understand how consumers perceive brands, slogans and advertisements. For example, Coca Cola research found brand image influenced taste preference more than actual taste. However, some argue neuromarketing could allow manipulation of consumer desires and be misused for propaganda. Overall, it provides useful research tools but also controversies around ethics and potential negative impacts.
This document outlines psychology in advertising and neuro-marketing. It discusses common advertising techniques that appeal to human psychology like imagery, status, and patriotism. It then introduces neuro-marketing, which uses brain scanning technologies like fMRI to study consumer brain responses to products. Both advertising and neuro-marketing raise ethical concerns about manipulating or controlling consumer behavior. The document provides an introduction to these topics and issues in advertising psychology.
Vision Expo has gone green by eliminating paper session evaluation forms and requiring electronic evaluations online after each course. Attendees are asked to provide feedback, which is important for planning future meetings and providing the best education. The presentation thanks attendees for participating in the event that year.
This document discusses the need for regulation of neuromarketing, which is the application of neuroimaging techniques like EEG and fMRI to inform marketing strategies. While neuromarketing can provide insights to create effective ads, it also poses privacy and ethical concerns if used to exploit or manipulate consumers without their full awareness or consent. The document argues that as neuroimaging technology advances, governments should establish regulations and oversight of neuromarketing research to protect individuals and ensure marketing does not compromise autonomy or target vulnerable groups for profit over well-being.
Neuromarketing is a field that uses technologies like fMRI and EEG to study consumers' brain responses to marketing stimuli in order to better understand why consumers make purchasing decisions. Researchers examine changes in brain activity to learn which parts of marketing messages or products appeal most to consumers on unconscious and emotional levels. This knowledge helps marketers design more effective products, marketing campaigns, and branding strategies.
Planning. Consumer Research on Unconscious MindsMarc Sanz
Final Dissertation Project for the MA course. Research methods for unconscious consumers drivers. Metacognitive error and Neuroscience as the required research tools on consumer research.
Here I talked about what is neuromarketing and how it's helping marketers to understand customers' perspectives. So check out the slides and let me know if you want to discuss anything.
The research brief outlines a need to increase consumption and volume growth for DM Brand by defining key barriers and drivers of consumption among target consumers aged 13-29. Specifically, the objectives are to understand brand perception and the impact of marketing channels on brand image, and explore new execution platforms. Qualitative research including focus groups in Hanoi and Ho Chi Minh City will obtain information on beverage consumption, brand perception, communication evaluation, and channels. Insights will inform a holistic plan to address consumer barriers and leverage drivers to increase consumption.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
Jollibee Food Corporation dominates the Philippine fast food market, holding a 65% share. Their strategy of offering low prices and creative promotions, such as affordable package tours, has helped them grow significantly and be known as a "game changer" in the industry. Strategic planning focuses on creating strategies to achieve organizational goals by developing a fit between objectives, resources, and market opportunities. Key areas of focus include increasing sales, market share, and profits through effective customer targeting and implementation of the right marketing mix. Examining how strategies impact these areas provides insights into their effectiveness for a company.
Neuromarketing is a field that uses neuroscience technologies like fMRI to understand consumer brain responses to advertising and branding. Supporters believe it can help create more effective marketing, while opponents argue it amounts to "brainwashing" and could enable harmful political propaganda if misused. Several case studies are described that show how neural responses differ depending on brand exposure or preferences, demonstrating neuromarketing's potential to reveal unconscious influences on consumer behavior.
Neuromarketing is a field that uses neuroscience technologies like fMRI to understand consumer brain responses to advertising and branding. Supporters believe it can help create more effective ads and loyal customers, while opponents argue it amounts to "brainwashing" and could enable harmful political propaganda if misused. Studies have found brand loyalty may be influenced less by taste preferences and more by emotional experiences with brands. The document discusses both sides of the debate over neuromarketing's ethics and potential impacts.
Making the-complex-compelling-creating-high-performance-marketing by letruong...An Le Truong
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Research is key to developing a successful content marketing strategy in today's business environment. As customers conduct more of their own research online before engaging with sales, content must shift from thought leadership to providing commercial insights that challenge existing views. High-quality proprietary research can influence audiences by addressing issues in a unique way and positioning the brand as larger and more credible. The document outlines how conducting market research and incorporating insights can help content marketing overcome challenges like monopolies, network effects, and customer lock-in.
The Power of Digital Marketing in the Modern Age.pdfDavid Thomson
Digital marketing leverages online platforms to promote products and services through targeted advertising, SEO, and social media engagement. It provides real-time analytics and measurable ROI, enabling businesses to optimize their strategies. This approach is crucial for reaching a global audience and driving brand awareness in today's digital age.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
Transforming Digital Marketing with Top AI Tools of 2024.pdfTirupati Gayaph
In today's rapidly evolving digital marketing landscape, leveraging advanced technologies is essential for achieving competitive advantage. Artificial Intelligence (AI) is at the forefront of this transformation, providing businesses with innovative tools to enhance engagement, streamline operations, and optimize strategies. This presentation covers some of the leading AI marketing tools that are revolutionizing the industry in 2024.
Slide 1: Introduction to AI in Marketing
• Overview of AI’s impact on digital marketing
• Importance of integrating AI tools in marketing strategies
Slide 2: HubSpot’s AI Features
• Predictive lead scoring
• AI-driven content recommendations
• Enhancing customer relationship management
Slide 3: OpenAI’s ChatGPT
• Human-like text generation for chatbots
• Real-time customer support solutions
• Improving customer engagement and satisfaction
Slide 4: Marketo’s AI Capabilities
• Automated email marketing
• Predictive content and customer segmentation
• Personalized marketing for increased conversions
Slide 5: Mailchimp’s AI-Powered Campaigns
• Predictive email sending times
• AI for personalized product recommendations
• Optimizing email marketing effectiveness
Slide 6: Canva’s AI Design Tools
• AI-powered design suggestions
• Access to current design trends
• Simplifying the creation of professional marketing materials
Slide 7: Hootsuite’s AI-Enhanced Social Media Tools
• AI-driven analytics for social media management
• Optimal posting times based on audience insights
• Enhancing social media strategy with data-driven decisions
Slide 8: Conclusion
• Recap of the benefits of AI marketing tools
• The importance of adopting AI technologies in marketing
• Call to explore our blog on Best AI Marketing Tools for more insights
These AI marketing tools are essential for businesses that want to harness the power of AI to enhance their marketing efforts. By adopting these technologies, companies can achieve more personalized customer interactions, efficient operations, and improved marketing outcomes.
For an in-depth understanding of how these AI marketing tools can transform your marketing approach, please visit our blog on Best AI Marketing Tools.
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfSocial Samosa
According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
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6 Tips For Restaurant Social Media Marketing.pdfMetric Connect
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Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
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3. English presentation :
Neuromarketing : A New way of
Understanding the Consumer´s Mind
Dr. Javier Cervantes
Marketing Professor
Research Division
FCA; UNAM
Partner of Psyma Latina
February 26 ,2015
4. 4
The authors
Dr. Philipp Hillenbrand
Marketing expert and international consultant
Dr. Javier Cervantes A.
Marketing Professor and Researcher at DIFCA
UNAM
▪ European Manager of Marketing & Sales at McKinsey &
Company, Germany.
▪ Before: various management positions in companies of the
financial sector in Mexico, the United States and Germany
▪ Professor of the EGADE for strategy of Neuromarketing
▪ Graduated with honors of the doctorate of the FCA in the
UNAM
▪ Winner of the award for the best dissertation award of the
Mexican Academy of science
▪ Winner of the medal Alfonso Caso ,UNAM
▪ master's degree in marketing at the University of Sciences
and Applied prices in Munster Bachelor's
▪ Degree in business administration from ITESM
▪ Lecturer in various global forums
▪ Author of the Book "possibility of improving customer
loyalty"
▪ .
▪ . Bachelor and master in management of the FCA, UNAM
▪ Ph.D. in marketing from the University of Texas at Austin.
▪ Professor& researcher of the Doctoral Program in Business
administration .
▪ 35 years of experience in teaching (UNAM) and winner of
the Medal of Merit at UNAM.
▪ Elected as best Marketing professor at the Business School,
UNAM in 2014
▪ He has held various management positions in the industry
and in the public sector.
▪ Founding partner of Psyma Latina SA de CV
▪ Lecturer & Speaker at the EU, Central and South America.
▪ Visiting Professor at the University of Texas at San Antonio
as part of the UTSA/UNAM Exchange program.
▪ Articles in national and international journals.
▪ Tutor at the doctoral program at the UNAM from several
thesis including the one carried out on Neuromarketing.
5. Why an English Edition ?
First time the Business School FCA prints a book in
English.
The purpose is to extend the reach of UNAM to other non LATAM
countries
The command of English language has become essential for
getting a job in Mexico
To make available a textbook in English for the
Students at UNAM to understand marketing terms
6. Special Features of the English Edition
Better quality of paper impression
Color slides
New charts and better illustration in some of the chapters
Price vs. value of the book
Neuroscience terms are used with the original terminology
(fMRI)
You can practice English reading original marketing terms
A possible disadvantage is that it costs more but you can
download the PDF version at a reduced price .
BUT THE SAME CONTENT
IN BOTH EDITIONS !!
EL MISMO CONTENIDO EN
LAS DOS EDICIONES !!
7. HOW DID WE STARTED? : READING A NEWSPAPERS
ARTICLE ABOUT HOW STRONG CAR LOGOS IMPACT
CONSUMER´S MIND
8. • Index
•
• Chapter 1 - Understanding the needs of the consumer: a new prerequisite for
business survival
•
Chapter 2 - The future of marketing: your brain
•
Chapter 3 – The evolution of describing the purchase decision-making process
and consumer behavior
•
Chapter 4 - Traditional research techniques for studying the consumer, and
their shortcomings
•
Chapter 5 - Physiology-based techniques to study the consumer: the next step
•
Chapter 6 - Neuromarketing as reality: understanding the consumer for
competitive advantage
•
Chapter 7 - Ethics and neuromarketing
•
Chapter 8 - The future of marketing has already arrived
9. “Neuromarketing is a field of study
using neuroscience technology, such
as functional magnetic resonance
imaging (fMRI) and other techniques
, to see how people's brains respond
to advertising and other brand-
related messages”.
WHAT IS
NEUROMARKETING?
10. The purpose of Neuromarketing is not to manipulate
the brain of the consumer However ….
12. A study from a group at Baylor College of Medicine
published in 2004;
67 people had their brains scanned while being given
the “Pepsi Challenge”, a blind taste test of Coca Cola
and Pepsi;
50% choose Pepsi and Pepsi tended to produce a
stronger response than Coke in the brain's prefrontal
cortex (region thought to process feelings of reward);
When the subjects were told they were drinking Coke, ¾
said that Coke tasted better; their brain activity had also
changed.
The “lateral prefrontal cortex”, an area of the brain that
scientists say governs high-level cognitive powers, and
the hippocampus, an area related to memory, were now
being used, indicating that the consumers were thinking
about Coke and relating it to memories and other
impressions.
Results showed that Pepsi should have half the market
share, but in reality consumers are buying Coke for
reasons related less to their taste preferences and more
to their experience with the Coke brand.
Coke vs. Pepsi
Coke
vs.
Pepsi
13. …Is to listen better to what the
consumer is desiring .
14. • Each person receives three or four ads per minute, equivalent to some 2
million ads a year. "This is too much", says the guru of marketing, Philip
Kotler, who argues that the amount of received stimulus has generated a kind
of hatred by consumers towards the "invasive" companies.
• Outside boards , walls, buses, television, spectacular, radio, and Internet.
Everything is used for advertising, creating greater competition among
companies. Suffice it to say that at least 80% of the commercials on
television are destined to draw attention.
17. “THE GOOD THE BAD AND THE
SCARY THING ABOUT
NEUROMARKETING
18. NeuroMarketing
Outcomes
“THE GOOD”
• The knowledge provided by
NeuroMarketing will help
marketers create products
and services designed more
effectively and marketing
campaigns focused more on
the brain's response.
19. Understanding
Our Consumer Behavior
“THE BAD”
• Until now, most marketing, advertising and
branding strategies have been built on
qualitative and quantitative market research.
• The fact is, roughly 90% of our consumer
buying behavior is unconscious, and we can’t
actually explain our preferences, or likely
buying decisions, with any accuracy.
• So market surveys and customer focus groups
may be put at a dubious value.
20. Criticism of the current methodology on consumer
research
“The world has changed, but our methods to
understand the consumer have not”
“We remain confident still using ineffective research
techniques, and thus interpret badly acts and
ideas of consumers”
Gerald Zaltman, “Cómo Piensan los Consumidores” p.12, Ediciones
Urano, Barcelona, 2004
21. Is Neuromarketing a substitute for traditional market
research?
• Or a complement to traditional research
techniques …?.
• Neuromarketing serves to support the
veracity of the other methods as the
responses obtained in surveys or in focus
groups , confirming their results or validating
them with a physiological basis in addition to
the psychological.
22. NeuroMarketing
Main Concerns
“THE SCARY”
• In 2004 a number of studies were
published about the methodology
and these helped to raise debate
about the ethics of NeuroMarketing
research.
It should further the debate about
both the ethical application of
NeuroMarketing and its competent
practice.
23. Final Comments
José Vargas, of the Institute of Cellular Physiology at UNAM,
explains that the images obtained by scanning brain are reliable,
however, warns that these techniques “could overstated for reasons
of marketing”
Ethical considerations become more important each time to the study
of the human brain. There is no "buy button" in the consumer.
Neuromarketing is not a panacea, but yes it will to help understand
and confirm what consumers tell us.
New equipments to measure emotions are now being used in the
market such as eye tracking & facial recognition . We expect FMRI
will be less used in marketing research .
It requires a multidisciplinary team for the application and
interpretation of the results (doctors, engineers, neuroscientists and
marketers).
New discoveries about the brain will advance Neuromarketing
knowledge
Consumers are "unique" and it is difficult to generalize results
based on small samples .
34. PRESIDENT OBAMA UNVEILS THE BRAIN (BRAIN RESEARCH THROUGH
ADVANCING INNOVATIVE NEUROTECHNOLOGIES) INITIATIVE,
35. “BRAIN” INICIATIVE
• This initiative envisages bringing
together government agencies of us,
private foundations, and neuroscientists
in the common goal teams unravel the
operation of the human brain and build
a detailed map of its activity at the level
of each neuron (in the manner of the
human genome).
Also, Steady state topography. Google, Disney, Microsoft and Chevron use neuromarketing.
You can measure biometrics while someone is watching an advertisement. Galvanic Skin Response measures change in skin conductance which varies with moisture (sweat) levels. This is of interest because the sweat glands are controlled by the sympathetic (involuntary) nervous system so skin conductance is used as an indication of psychological or physiological arousal. (This is how a lie detector works). So if they see a scary movie and a door suddenly slams unexpectedly, the person may jump and a large spike will occur at the time of the door slam. GSR can detect excitement at a given time.
Bill and melinda gates foundation given an educational grant to perform a study to see how engaged students are. Students will wear galvanic skin response bracelets to determine how bored or excited they are during a lesson.
Measures point of gaze. Wear glasses that track your retina while watching a screen.
Software creates maps to show where your eyes looked at what time during an advertisement.
Measures electrical changes across the scalp- so only the outer area of the brain.
Excited- so it can measure emotions.. Just don’t know which emotions- so fear, happiness, exitement all show the same pattern. REALLY small time lag. Not so good with specifically what area.. So .. You watch a commercial and EEG shows which parts of the commercial incite the most emotion
Functional magnetic resonance imaging, or fMRI, is a technique for measuring brain activity. It works by detecting the changes in blood oxygenation and flow that occur in response to neural activity – when a brain area is more active it consumes more oxygen and to meet this increased demand blood flow increases to the active area. fMRI can be used to produce activation maps showing which parts of the brain are involved in a particular mental process.
So show a subject a commercial and watch their brain activation. See which parts of the commercial activate which brain areas.
fMRI can be used to produce activation maps showing which parts of the brain are involved in a particular mental process.
Color indicates higher activation.