Neuro-Advertising: Brain-friendly advertising for more success in your market

ISBN-13: 9783658386320 / Angielski / Twarda / 2022 / 185 str.

Elke Schwarz

Opis

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 target group. Marketing agencies can benefit from this technique as well as marketers working for companies.Key figures help to compare resultsTypically, 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.

Spis treści

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?.

O autorze

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.

Blurb

When does advertising work and how can the effect best be determined in advance? The Subconscious Decision Marketing Index (SDMI) provides answers to this question. This novel measurement and analysis tool for assessing the subconscious impact of advertising captures the relevant processes in the subconscious of customers when making purchase decisions on the basis of neuroscience. This book demonstrates how the SDMI can be used in practice to identify brain regions, emotions, and body responses that are addressed by advertising, while measuring how advertising promotes or inhibits sales. This provides marketers and creative professionals in advertising agencies with metrics and clarity in areas that previously could only be partially measured, if at all. The result is easily comparable indices from which concrete recommendations for action can be derived.

A practical, profitable book for anyone who wants to use their marketing spend effectively and make a sound case for it!

The content

Emotion Index: Which emotions sell? 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? How well do they work?

The author

Elke Schwarz is the managing director of the Institute for Sales and Marketing Excellence and developer of the SDMI. She lectures on the subject of the unconscious effectiveness of advertising and advises companies as well as advertising agencies.

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.