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neuromarketing

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laura mezo

on 20 March 2014

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Transcript of neuromarketing

Neuromarketing
Effectiveness
History
Which companies use it:
Is it ethical?
How does it work?
EMOTIONAL vs RATIONAL
Indirect methods:

- FACIAL CODING

- BIOMETRICS
Consumer behavior from
a brain prespective

- The
Reptilian Brain
: it is the decision-market. It decides, it takes input from the other 2 brains but it controls the final decision making process.
APPROPRIATE
Promoting a
healthy life
for people and society and help consumers find what they really
WANT
.
MAKE PROGRESS SLOWER

Costumer test's to see :

- their
REACTIONS
to their commercials: Companies such as Ebay, Yahoo and Microsoft used the EEG technique.

- their
PREFERENCES tastes
: Coca cola OR Pepsi

-
Testing model's
: Hunday (cars)

-
Packaging desgins
: Frito Lay
neuroscience
+
marketing
Dr. David Lewis
H. Krugman (STUDIES 70's)
80's
actions
= Neuromarketing industry
Journalists :
enthusiasm
// fearful
clinical uses of biofeedback
1987 - created the
MIND MIRROR

LATER he conducted the world’s first EEG study
Advertisers
Market research firms
: disinterested
// dismissive
- attention-grabbing stimulus
- emotion-arousing stimulus
CONTINUED his academic researches in
- stress
- anxiety
- effects of these emotional states on brand preferences and retail purchases.
2001
Thom Nobel
Peter Laybourne
David Lewis
Neuroco
Mindlab International LTD
ANALYSING
thoughts
emotions
2002
Understanding and predicting consumer behavior must include the perspective of neuroscience.
Neuromarqueting Companies
Neuromareting S.A Mexico
studies for a wide range
- Companies
- Organizations
- Political parties
Mindlab International
- psycology
- neuroscience
- marketing
- theoretical physics
- mathematics
Individuals behavior
> Better business decisions
> Improve sales
> Enhance brand efficiency
Emsense
neuroscience research
Neurofucus
(Nielson)
- advertising
- branding
- product
- development
- packaging
- entertainment
consumer
Thought
Emotions
Behavior
Major Implications
- The
Middle Brain
: it processes emotions and feelings: how do I feel about the decision?
-The
New Brain
: rational thinking about the decision. what do I think about the decision?
CONCERN
Subjects are affected
physically
and their
privacy
is invaded
Direct methods:

-
fMRI
- Functional magnetic resonance imaging
-
EEG
- Electro encephalography
-
MEG
- Magneto encephalography
-
eye tracking
Identify expressions
= EMOTIONS
Traditional methods
- cognitive dissonance
Physiological arousal
?
"The aim of marketing is to know & understand the costumer so well the product or service fits him & sells itselfs."
- Peter Drucker
NEUROMARKETING
Analyzing the BRAIN
Deep understanding
of their
- conciously
- unconsciously (90%)
Surveys
Costumer feedback
Consumer Behavior
NEUROMARKETING
Consumer's real Brain reaction
Psychology
+
Neuroscience
+
Economics
Marketing stimulus
Andrea Iniestra
Carlota Llobera
Laura Mezo
Julia Sitges
4 steps process to create & deliver a powerful message that induce a decison in record time.
(1) Diagnose the
PAIN
(2) Distinguish the
CLAIM
(3) To show the
GAIN
- academic-industrial partnerships

- public understanding of the brain

-business area
(4) To talk with his
REPTILIAN BRAIN
(1) Diagnose the
PAIN
PROBLEMS
NEEDS
DREAMS
GOALS
Incentive to the BRAIN
(2) Distinguish the
CLAIM
WE ARE THE ONLY ONES THAT CAN
REMOVE THE PAIN.
(3) To show the
GAIN
GAIN measured by :
- Financial
- Strategic
- Personal
(4) To talk with his
REPTILIAN BRAIN
[1]- Catch the attention =
GAIN
Mini drama
Word games
Rhetorical questions
Symbolic objects of the solution
[2]- Panoramic Picture
with a paradixical contrast
[3]- Buildings a
good message
from the CLAIMS
!! short !!
!! Outstanding !!
!! We have to repeat it !!
[4]- Testing the GAIN
* Explain it creatively *
* Tangible *
* Guaranteeing *
[5]- To control the
objections
a- To welcome the objection
b- REAPEAT THE OBJECTION
=> REACTION
c- CONFRONT THE OBJECTION
d- LISTENING + VERIFIED if valid
e- ANSWER : honesty & commitment & looking for confidence
f- ALWAYS POSITVE SIDE OF THE OBJECTION
[6]- CLOSING
1º/ Repeat the CLAIMS
2º/ ASK for what are they going to do
Conclusion
What do people WANT ?
Gives us the opportunity to know what people unconsciously want instead of what they prefer.
-Better products
-Better designs
- Attention grabbing advertisements
This allows companies to create:
2014
Neuromarketing
Full transcript