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

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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 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.


    Author(s): Elke Schwarz
    Publisher: Springer
    Year: 2023

    Language: English
    Pages: 194
    City: Wiesbaden

    Contents
    About the Author
    Introduction
    1: The Subconscious Decision Marketing Index© (SDMI)
    1.1 What Are the Benefits of the SDMI for Companies?
    1.2 What Are the Advantages of the SDMI for Advertising Agencies?
    1.3 How Is the SDMI Determined?
    1.3.1 Step 1: Breakdown of Advertising into Its Levels
    1.3.2 Step 2: Structured Analysis and Evaluation
    1.3.3 Step 3: Calculation of Results
    1.3.4 Target Group-Specific Assessment and More
    1.4 Comparison of Advertising Effectiveness Measurements
    1.4.1 fMRI
    1.4.2 Surveys
    1.4.3 Other Advertising Impact Measurements and Analyses
    References
    2: Central Brain Functions and Their Significance for Advertising
    2.1 Can Advertising Influence Purchase Decisions by Triggering Brain Activity?
    2.2 Brain Regions in Detail
    2.2.1 Amygdala
    2.2.2 Hypothalamus
    2.2.3 Hippocampus
    2.2.4 Insula
    2.2.5 Cortex
    2.2.6 Nucleus Accumbens
    2.2.7 Thalamus
    2.2.8 Ventral Striatum
    References
    3: Emotion Index: When Do Emotions Trigger Buying Impulses?
    3.1 Gut Feeling or Emotional Conditioning
    3.2 How Is the Emotion Index Calculated?
    3.3 Master Model of Emotions
    3.3.1 Emotion: Value
    3.3.2 Emotion: Master
    3.3.3 Emotion: Reduced Value
    3.3.4 Emotion: Powerlessness
    3.4 Emotional Evaluation of Texts
    3.5 Emotional Evaluation of Acoustic Signals
    3.5.1 Noises
    3.5.2 Music
    3.6 Emotional Evaluation of Visuals and the Importance of Colors
    3.6.1 Colors: How They Support Brands and What They Say
    3.6.2 What Else Can Colors Do? How Do They Influence Decisions?
    3.6.3 What Must Be Considered When Choosing a Color?
    3.7 Emotional Evaluation of Selected Phases of the Customer Journey
    3.7.1 The Transition from the Advertising World to the Interactive Online World
    3.7.2 The Transition from the Real to the Online World
    3.7.3 The Transition from Individual to Customer Number
    3.7.4 Online Advertising: The Groundhog Says Hello Everyday
    References
    4: Benefit Index: When Are Benefits Convincing?
    4.1 The Influence of the Unconscious and Conscious Relevant Set
    4.1.1 Embodiment
    4.1.2 The Explicit and Implicit Motive System of Customers
    4.1.3 BMW Versus Audi: Comparison of the Corporate Claims
    4.2 Implicit Benefit Index (IBI)
    4.2.1 Category 1: Negative Emotionalization – Degree of Purchase Motivation Very Low
    4.2.2 Category 2: Facts, Figures, Data – Degree of Purchase Motivation Low
    4.2.3 Category 3: General Characteristics and Benefits – Degree of Purchase Motivation Medium
    4.2.4 Category 4: Customer-Centric and Emotional Benefits – Degree of Purchase Motivation High
    4.3 Neural and Psychological Effects of Prices
    4.3.1 Cheap or Good Value?
    4.3.2 The Reward Mechanism of High Prices
    4.3.3 How Emotional Stories Determine Prices
    4.4 Other Benefits
    4.4.1 Brand as a Benefit
    4.4.2 Trust as a Benefit
    4.4.3 Reward as a Benefit
    4.4.4 Heuristics as a Benefit
    References
    5: Hormone Index: How Do Neurotransmitters Influence Decisions?
    5.1 How Is the Hormone Index Collected?
    5.1.1 Category 1: Advertisements That Motivate Purchase via Negative Emotions
    5.1.2 Category 2: Advertisements That Motivate Purchase by Means of Positive and Confidence-Building Emotions
    5.1.3 Category 3: Advertisements That Motivate People to Buy by Means of Strong Positive Emotions
    5.2 Dior Versus Chanel: Comparison of Two TV Spots for Men’s Fragrances
    References
    6: Memory Index: When Are Stimuli Stored and How?
    6.1 How Is the Memory Index Calculated?
    6.2 Thinking and Deciding
    6.3 Perception and Attention
    6.3.1 The Battle of the Stimuli
    6.3.2 Eroticism
    6.4 Learning and Storage
    6.4.1 Explicit and Implicit Memory
    6.4.2 Implicit Learning
    6.4.3 What Effect Does Subliminal Priming Have?
    6.4.4 Learning Enhancers
    6.4.5 Coding
    References
    7: SDMI in Particular: Applications and Examples
    7.1 Storytelling
    7.1.1 KPIs of Advertising Storytelling
    7.1.2 A Picture Can Have a Story Too
    7.1.3 Content Marketing Masterpieces
    7.2 How Good Are Two of the Most Expensive Advertising Campaigns in the World?
    7.3 Quality Criteria for Online and Mobile Advertising
    7.4 Testimonials
    7.4.1 Testimonial Fitting: Analysis Tool for More Certainty in the Selection Process
    7.4.2 The Right Use of the Testimonial
    7.4.3 Animated Testimonials
    7.5 Brand Extension
    References
    8: Advertising Efficiency in a Nutshell
    8.1 Quick Wins for the Best Advertising Impact
    8.2 FAQ About the SDMI
    References
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