Overview
- Explains how to increase the impact of marketing with brain-friendly advertising
- Introduces a novel measurement and analysis tool based on neuroscience
- Shows how budgets can be used effectively
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Neuro-Advertising
Book Subtitle: Brain-friendly advertising for more success in your market
Authors: Elke Schwarz
DOI: https://doi.org/10.1007/978-3-658-38633-7
Publisher: Springer Wiesbaden
eBook Packages: Behavioral Science and Psychology, Behavioral Science and Psychology (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022
Hardcover ISBN: 978-3-658-38632-0Published: 14 December 2022
Softcover ISBN: 978-3-658-38635-1Published: 14 December 2023
eBook ISBN: 978-3-658-38633-7Published: 13 December 2022
Edition Number: 1
Number of Pages: XIV, 185
Number of Illustrations: 6 b/w illustrations, 20 illustrations in colour
Topics: Market Research/Competitive Intelligence, Consumer Behavior, Branding, Management