Neuromarketing

1. HET MEDIA
BREIN
JOHN FAASSE – UITBIJTER
IAA, NEUROMARKETING, 24-3-2011

2. HET MEDIABREIN
DE TOEPASBAARHEID
VAN NEURO SCIENCE
IN MEDIAPLANNING
EN RECLAME EFFECT
ONDERZOEK

3. INHOUD
Neuroscience
Het Mediabrein
Toepasbaarheid
Neuroscience in marketing en reclame

4. NEUROSCIENCE
Neuroscience is the scientific study of the nervous system.
Traditionally, neuroscience has been seen as a branch of
biology.
However, it is currently an interdisciplinary science that
collaborates with other fields such as psychology,
mathematics, physics, chemistry, engineering, computer
science, philosophy, and medicine.
Bron: wiki ‘neuroscience’

5. NEUROSCIENCE

6. NEUROSCIENCE
Neuroanatomy · Neuroanthropology · Neuroaesthetics ·
Neurobioengineering · Neurobiology · Neurobiotics · Neurobusiness ·
Neurocardiology · Neurochemistry · Neurochip · Neuroculture ·
Neurodegeneration · Neurodevelopmental disorders ·
Neurodermatology · Neurodiversity · Neuroeconomics · Neuroeducation
Neuroembryology · Neuroendocrinology · Neuroepidemiology ·
Neuroergonomics · Neuroethics · Neuroethology · Neuroevolution ·
Neurogastroenterology · Neurogenetics · Neurohematology ·
Neurohepatology · Neurohistology · Neurohistory · Neuroimaging ·
Neuroimmunology · Neuroinformatics · Neurointensive care · Neurolaw
Neurolinguistics · Neurology · Neuromarketing · Neuromathematics ·
Neurometrics · Neuromodulation · Neuromonitoring · Neuronephrology
Neurooncology · Neuro-ophthalmology · Neuropathology ·
Neuropharmacology · Neurophilosophy · Neurophysics ·
Neurophysiology · Neuroplasticity · Neuropolitics · Neuroprosthetics ·
Neuropsychiatry · Neuro-psychoanalysis · Neuropsychology ·
Neuropulmonology · Neuroradiology · Neurorehabilitation ·
Neurorheumatology · Neurorobotics · Neurosociology · Neurostatistics ·
Neurosurgery · Neurotechnology · Neurotheology · Neurotransmitter ·
Neurourology · Neurovirology
Bron: wiki ‘neuroscience’

7. NEUROSCIENCE

8. NEUROSCIENCE
THE FIFTH REVOLUTION
1. Copernicus
2. Darwin
3. Freud
4. DNA
5. Neuro
Vilyanur Ramachandran in: Lone Frank - Mindfield

9. NEUROSCIENCE
Herman M. van Praag in Trouw 5 februari 2011

10. NEUROSCIENCE
BLOB-OLOGY
“the science – or art – of creating
images and then interpreting
them as if they have something to
do with human behaviour”
Cordelia Fine, Delusions of Gender: How Our Minds, Society, and Neurosexism create Difference

11. BLOB-OLOGY

12. SANOMA MEDIABREIN
Wat gebeurt er precies in ons hoofd als we een tijdschrift
lezen of naar een televisieprogramma kijken?
Hoe reageert ons brein als die kijk- of leeservaring wordt
onderbroken door reclame?

13. SANOMA MEDIABREIN
Kunnen we ‘engagement’ aantonen in het brein van de
tijdschrift lezeressen?
Zo ja, hoe beïnvloedt dat de verwerking van advertenties?
Kijken media deskundigen anders naar media dan
consumenten?

14. MEDIABREIN

15. MEDIABREIN
‘Engagement’ of lezer-bladbinding bestaat en je kunt het
aantonen in het brein van de lezeres
Reclame in je favoriete tijdschrift wordt beter verwerkt dan
reclame in andere tijdschriften
Een advertentie die ‘past’ bij het tijdschrift waarin hij wordt
geplaatst wordt beter verwerkt dan gemiddeld

16. TOEPASBAARHEID
“Neuroscience can add insight in
complementing classical
research”
David Penn, Conquest, in: Admap, January 2010

17. TOEPASBAARHEID
“Neuroplanning (...)looks at how
people’s brains respond when
exposed to advertising in
different media channels”
David Wilding PHD, in: Admap, January 2010

18. TOEPASBAARHEID
West and Spickett-Jones, Opening the box: brain science challenges media neutrality, in: Admap, January 2010

19. TOEPASBAARHEID
Eyetracking
can predict the attentional effect of an ad on customers in an
extremely accurate way
fMRI
Questions such as ‘which one of two TV ads is more engaging/
memorable/attention grabbing?’ are best adressed through fMRI
EEG
Which parts of an ad are more alerting/engaging to the viewer?
Does a particular feature of an ad evoke a more positive or more
negative reaction in the viewer?
How does the exact time course of processing differ across
different ads?
Dalvit and Leighton, Boost ad response through neuroscience, in: Admap, February 2011

20. RECLAME
EFFECTONDERZOEK
ARF NeuroStandards Collaboration
Given the complexity of the science underlying these
methods it is difficult for marketers to decide which approach
is best for their objectives.
Moreover, despite the promise, there are still substantive
questions associated with the use of these methods.
In short, media, marketing, and advertising researchers need
more and better information to evaluate the opportunities
that these new methods offer
Bron: http://www.thearf.org/assets/neurostandards-collaboration

21. RECLAME
EFFECTONDERZOEK
Re:think 2011 - The ARF 75th Anniversary Annual Convention
• How neuromarketing research can produce new insights
for advertising, branding, and other marketing research
projects
• Which biometric and neurological methods are best suited
for specific research objectives and what are the
advantages and disadvantages of these methods
compared to traditional research methodologies
• Best practice recommendations for both users of this
research as well as vendors

22. NEUROMARKETING
You can see neuromarketing as an attempt to make the “art”
of advertising into a science
Marketing is not a science
Lone Frank - Mindfield

23. NEUROMARKETING

24. NEURO LIE DETECTOR
“Because that is a world in which we, the consumers, can
escape all the tricks and traps that companies use to seduce
us to their products and get us to buy and take back our
rational minds. And I hope that by writing Buyology, this is
the world I have helped bring about.“
Martin Lindström – buy.ology

25. NEUROMARKETING
“We have no buy button!
People aren’t robots.”
Read Montague in: Lone Frank - Mindfield

26. NEUROMARKETING
“Research into neuromarketing, or decision-making and
communication, which it actually is, will not turn us into
mega-shopping zombies.
On the other hand, it is likely to help us figure out why we
shop, why we buy something particular, and how different
groups of people can be influenced by the market, by cultural
messages and the way they are delivered.”
Read Montague in: Lone Frank - Mindfield

27. DALI ATOMICUS

28. john.faasse@uitbijter.nl
www.uitbijter.nl
http://
faassevision.blogspot.com
twitter @uitbijter

29. DANK VOOR
UW
AANDACHT