Neuro-Advertising
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-38635-1 (ISBN)
Find out how to increase your marketing success with this book on neuro-advertising.
Marketing is one of the most important departments in a company. It is responsible for attracting new customers and retaining existing customers. Unfortunately, in many cases, high budgets are spent on marketing strategies that have little effect. This book on neuro-advertising will help you to effectively increase the impact of your advertising. It is based on the "Subconscious Decision Marketing Index" (SDMI). This neuroscientific method represents a new marketing tool that can be used to measure the subconscious impact of advertising. These include:
- Facial features Body Reactions
- Emotions
- Brain activity
In this way, advertising strategies can be effectively planned and marketing efficiency sustainably increased. It is measured how successful advertising is or is not. Then advertising measures can be designed according to the targetgroup. Marketing agencies can benefit from this technique as well as marketers working for companies.
Key figures help to compare results
Typically, it is difficult to measure unconscious emotions and emotions. However, this new method manages to do just that by creating metrics in the context of consumer research. In this way, individual indices of marketing effectiveness can be measured:
- Emotional Index: What emotions does advertising trigger?
- Benefit Index: To what extent does the advertising convince with brain-appropriate benefits?
- Memory index: How high is the actual memory value?
- Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers?
- Impulse Index: How well does advertising use impulse opportunities?
In turn, you can easily compare these indices with previous measurements and derive clear recommendations for action.
The book on neuro-advertising explains this method in a practical way, allowing you to integrate it directly into your marketing planning.
Elke Schwarz is a marketing expert and managing director of the Institute for Sales and Marketing Excellence. There she deals primarily with the topics of neuro-sales and marketing as well as with methods of "Emotion Selling". In this function she developed the SDMI method herself. She gives lectures on the subject of the unconscious effectiveness of advertising, advises companies as well as advertising agencies and gives sales training courses. She is also co-author of the book "Emotion Selling" (2nd edition 2015) published by Springer Gabler.
Opportunities and possibilities for the measurability of advertising.- Emotion Index: What emotions sell? What emotions does the advertising trigger?.- Benefit index: To what extent does the advertising convince through brain-appropriate benefits?.- Memory index: How high is the actual memory value?.- Hormone index: Which hormonal reactions are triggered and how do they influence the buying process in customers?.- Impulse index: How well does the advertising use the impulse possibilities? How well do they work?.
| Erscheinungsdatum | 15.12.2023 |
|---|---|
| Zusatzinfo | XIV, 185 p. 26 illus., 20 illus. in color. |
| Verlagsort | Wiesbaden |
| Sprache | englisch |
| Maße | 168 x 240 mm |
| Gewicht | 347 g |
| Themenwelt | Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| Schlagworte | Advertising • Book Neuro Advertising • consumer research • Emotion • Emotion Selling • marketing agency • Marketing effectiveness • Marketing efficiency • Marketing Planning • Marketing strategy • Neuroscientific methods |
| ISBN-10 | 3-658-38635-5 / 3658386355 |
| ISBN-13 | 978-3-658-38635-1 / 9783658386351 |
| Zustand | Neuware |
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