Neuromarketing: science and marketing meet

Description
This presentation about the neuromarketing and its impact on customer's mind, promotion campaigns and product development.

NEUROMARKETING
........ Where Brain Science and Marketing meet!!

An Introduction to Neuromarketing

INTRODUCTION
“I know that half the money I spend on advertising is wasted, I just do not know which half.”
John Wannamaker (1876)

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WHAT IS

NEUROMARKETING?
“combines the techniques of neuroscience and clinical psychology to develop insights into how we respond to products, brands, and advertisement. “
• Sensorimotors • Cognitive Response • Affective response to marketing stimuli

An Introduction to Neuromarketing

LINKING SCIENCE AND MARKETING..
COMPULSIVE SHOPPING • ORBITOFRONTAL CORTEX
• LIMBIC SYSTEM

IMPULSIVE BUYING

IRRATIONAL • AUTONOMIC BUY AND NERVOUS SYSTEM SELL
An Introduction to Neuromarketing

THE CONSUMER’S MIND
Consumer’s consciousness Marketing Stimuli

Purchase Decision

GOALS
Know your consumers What does the consumer react to?
Effective marketing based on response

An Introduction to Neuromarketing

PROMOTION CAMPAIGNS
Posters and Billboards.. • Recall • The significance of ABSENCE

An Introduction to Neuromarketing

•ENDORSEMENTS •FREEBIES

Picture perfect or….. the perfect picture?

IMPACT ON ADVERTISEMENT DESIGNS
POSTER/BILLBOARDS

size
slogan/message

sports person colour arrangement

TV ADVERTISEMENT
balance
information/entertainment length

colour arrangement
image voice/music
Sarah Opitz An Introduction to Neuromarketing 9

product focus

IMPACT ON PRODUCT DEVELOPMENT

flavour

health/fashion trends

identifiying new target groups
An Introduction to Neuromarketing

IMPACT ON DISTRIBUTION
shelving product grouping special offers availability

Sarah Opitz

An Introduction to Neuromarketing

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ESCAPE FROM ETHICS?



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