The Essence of Effective Advertising
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The document discusses how emotional connection is essential for marketing success according to neurobiological research. It provides three parts of evidence: 1) Definitive studies show campaigns that create an emotional connection are more successful than rational ones. 2) Facial coding research can more accurately predict campaign success than traditional pre-testing. 3) There are five guidelines supported by examples for creating effective emotive marketing, including being on-emotion, leveraging sensory experiences, seeking brand fame, reducing price sensitivity, and mirroring customer values.
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Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline. (Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Material neuropublicidad
Este documento habla sobre la neuropublicidad y cómo estudiar los tres cerebros (corteza, límbico y reptiliano) puede dar insights valiosos para el marketing. Explica conceptos como priming, improntas, metáforas y cómo apelar a las emociones es más efectivo que la lógica para influir en las decisiones de los consumidores. El objetivo final es entender mejor la mente humana y crear campañas publicitarias más efectivas.
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The Essence of Effective Advertising
- 3. Neurobiology
- 5. The 3-Part Brain Emotional 2 3 Rational 2 3 1 Sensory 1
- 6. The Conscious Neurobiology The Subconscious Rules
- 7. Neurobiology Feel First & Fast(er) Feel Think
- 8. Emotional Rational (10%) Neurobiology Brain Exchange
- 9. Myth of Objectivity “ I don’t like spinach, and I’m glad I don’t, because if I liked it, I’d eat it, and I just hate it.” -Clarence Darrow
- 10. New Mental Model vs. Behavioral Traditional
- 11. Part 1: Emotional Connection Is Essential Profits
- 12. Definitive Study Institute of Practitioners in Advertising Based on 880 case studies drawn from databank for the IPA Effectiveness Awards, world’s most rigorous advertising competition
- 13. Emotive Marketing Works Soft Sell, Hard Currency
- 15. Rational vs. Emotional Buying
- 17. Price Sensitivity is a Good Path to Profit
- 18. Part 2: Change Testing Facial Coding
- 19. Usual Pre-Testing Is Weak Cases Using Quantitative Pre-Testing Cases Using Qualitative Pre-Testing Reliability as Indicators of Success (Profitability) 44% 43%
- 20. Facial Coding “ The face is an enormously rich source of information about emotions.” Lie to Me
- 21. Why Facial Coding Works
- 22. Facial Coding Enters the Mainstream “ The face is an enormously rich source of information about emotions.” “ By the 1980s, psychologists had largely accepted as a ‘fundamental axiom of behavioral science’ the link between faces and emotions. Emotion therefore explains facial behavior, and facial behavior is an objective index of emotion.”
- 23. Part 3: Five Guidelines
- 24. #1: BE ON-EMOTION Rule #1
- 25. 21st - Century Marketing
- 26. Sherwin Williams – Quality Example Impact Appeal & Impact Appeal & Impact Appeal Impact More promising ending, slow start but rebounds. Reasonable amount of impact throughout.
- 27. Sherwin Williams – Poor Example Appeal Impact Appeal & Impact Off emotion on first peak, fewer data points, blank ending
- 29. Astra Zeneca Sales Claims Overall Rational Rational feedback indicates that all is well with the sales scripts. Emotional data tells a different story.
- 30. #2: LEVERAGE SENSORY Rule #1
- 31. - Fixations stabilized gaze - Saccades rapid eye scans Eye tracking measures: To absorb visual / text information, people require at least a 50 millisecond fixation duration Eye Tracking Scan Path
- 33. Canon - Success
- 35. #3: SEEK BRAND FAME Rule #1
- 36. IBM Spot
- 37. Nextel Spot
- 38. #4: REDUCE PRICE SENSITIVITY Rule #1
- 40. #5: MIRROR VALUES Rule #1
- 42. Value Proposition = Values
- 43. Word of Mouth Advertising
- 44. Waste Management – Green
- 45. Gender Sensitivity Overall Emotion: (% of res) Self Report
- 46. SUMMARY Rule #1
- 48. Dan Hill, President [email_address] 651.224.7647 Visit us at: www.sensorylogic.com Thanks! Q & A
Editor's Notes
- Onderaan Dan Hill toevoegen
- Transparency is percent subjects viewed 00%-20% viewed = 80% trans 20%-40% viewed = 60% trans 40%-60% viewed = 40% trans 60%-80% viewed = 20% trans 80%-100% viewed = 0% trans