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    Neuromarketing Slides

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    Saroosh Zahid
    Neuromarketing involves studying brain activity to understand consumer reactions to marketing techniques. Marketers use biometric sensors like MRIs and EEGs to monitor brain activity before, during, and after exposure to ads. They study what triggers emotions in the brain, like smell, appearance, language. Major brands like Yahoo and Hyundai use neuromarketing to test ads. Critics argue the expense may not outweigh benefits, and it does not necessarily provide new strategies, just validating existing knowledge. True impact on changing consumer or company behavior remains unclear.

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    Neuromarketing Slides

    Uploaded by

    Saroosh Zahid
    182 views23 pages
    Neuromarketing involves studying brain activity to understand consumer reactions to marketing techniques. Marketers use biometric sensors like MRIs and EEGs to monitor brain activity before, during, and after exposure to ads. They study what triggers emotions in the brain, like smell, appearance, language. Major brands like Yahoo and Hyundai use neuromarketing to test ads. Critics argue the expense may not outweigh benefits, and it does not necessarily provide new strategies, just validating existing knowledge. True impact on changing consumer or company behavior remains unclear.

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    Neuromarketing involves studying brain activity to understand consumer reactions to marketing techniques. Marketers use biometric sensors like MRIs and EEGs to monitor brain activity before, during, and after exposure to ads. They study what triggers emotions in the brain, like smell, appearance, language. Major brands like Yahoo and Hyundai use neuromarketing to test ads. Critics argue the expense may not outweigh benefits, and it does not necessarily provide new strategies, just validating existing knowledge. True impact on changing consumer or company behavior remains unclear.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    182 views23 pages

    Neuromarketing Slides

    Uploaded by

    Saroosh Zahid
    Neuromarketing involves studying brain activity to understand consumer reactions to marketing techniques. Marketers use biometric sensors like MRIs and EEGs to monitor brain activity before, during, and after exposure to ads. They study what triggers emotions in the brain, like smell, appearance, language. Major brands like Yahoo and Hyundai use neuromarketing to test ads. Critics argue the expense may not outweigh benefits, and it does not necessarily provide new strategies, just validating existing knowledge. True impact on changing consumer or company behavior remains unclear.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23
    At a glance
    Powered by AI
    The key takeaways are that neuromarketing studies how people react to marketing techniques using biometric sensors and social studies in order to maximize sales. It aims to understand brain reactions to triggers like smell, appearance, language and celebrity associations.

    Neuromarketing is a field of marketing that studies how people react to techniques using biometric sensors, social studies and subliminal messaging. It looks at brain reactions to social triggers like smell, appearance, descriptive language and associating celebrities with brands. Techniques mentioned include MRI, EEG and subliminal messaging.

    Brands mentioned as using neuromarketing are Yahoo, Hyundai, Microsoft and Citigroup. Hyundai had drivers study a new car while wearing EEG caps to understand their thoughts.

    Neuromarketing

    What is Neuromarketing?
    • Neuromarketing is a field of marketing that
    involves studying the way people react to
    marketing techniques and adjusting those
    techniques to maximize sales.
    • Neuromarketing includes the use of biometric
    sensors, social studies, and subliminal
    messaging.
    • Neuromarketers study the brain’s reaction(s) to
    certain social triggers such as smell,
    appearance, descriptive language, associating
    celebrity with a specific brand.
    • Biometric sensors such as MRIs (Magnetic
    Resonance Imaging) and EEG
    (electroencephalography) machines are often
    used to monitor brain activity before, during,
    and after exposure to neuromarketing
    techniques.
    Brands that use neuromarketing:

    • Yahoo
    •Hyundai
    •Microsoft
    •Citigroup

    Thinking cap: Hyundai wants to know what


    consumers think about a new car it's
    planning. It asked drivers to study it while
    wearing EEG caps.
    Example of fMRI
    Volkswagen EEG Example

    The ad campaign Steve that created the maximum brain activity,


    generated significantly more calls to a non-smoking hotline.
    The Human Brain

    • Research in neurosciences demonstrates that although the 3


    brains communicate with each other, each one has
    a specialized function:
     The “New Brain” thinks. It processes
    rational data and shares its deductions
    with the other two brains.
     The “Middle Brain” feels. It processes
    emotions and gut feelings and also share
    its findings with the other two brains.
     The “Reptilian Brain” decides. It takes
    input from the other 2 brains but it
    controls the final decision making process.
    The 6 Stimuli

    • Self-Centered
    • Contrast
    • Tangible
    • Beginning and End
    • Visual
    • Emotion
    MIRROR NUERONS

    • mid-1990s with the eating of an ice cream


    cone at a research lab in Parma, Italy.

    • brain seemed to be having a physical


    experience just by watching a physical
    experience.
    a special cluster of cells in our brains that
    scientists have named “mirror neurons”
    because they seem to 
    mirror in your brain an experience you see, he
    ar, or read

    The Experiments:
    • Up & Down
    • Lab Coats
    APPLICATION OF MIRROR NEURONS IN ADVERTISING

    Symbols
    Colours
    Detail
    Sound
    Elements
    Used

    Image
    Criticisms:

    • Although Neuro Science Studies may yield


    exciting insights into better understanding the
    physiology behind decision-making, only
    validate what marketing professionals already
    know and do not provide revolutionary
    insights into the creation of new marketing
    strategies.
    • The Expense Might Outweigh The Benefits
    The average cost to scan one subject for one hour is
    between $400 amd $550.
    • Although fMRI imaging is being marketed as more reliable
    than traditional means of gathering consumer preference
    information, it is not a perfect science. Body movement such
    as breathing can distort and disrupt images, and the
    interpretation of the results is subjective. The human brain is
    complicated, and activity in various sections at the same
    time can be interpreted in a variety of ways.
    • As a result,  conclusions are often based on assumptions,
    which is not all that different from traditional market
    intelligence gathering.
    • Unrealistic Goals, Perhaps?
    BrightHouse founder Clint Kilts claimed that
    rather than predicting individual purchasing
    behavior, neuromarketing will help them
    understand how people develop preferences

    "Our goal is to change company, not consumer,


    behavior," he says.
      
    • Although brain mapping has provided keen insight into
    the neurophysiologic responses, the utilization of such
    information into a revolutionary marketing plan remains
    allusive and expensive.  According to "The application of
    functional magnetic resonance imaging for market
    research" by  Peter Kenning,  "…in order to determine
    whether the market researchers, fmri or other techniques
    such as MEG rally provide a window into the consumer
    mind, much more empirical evidence is needed."  The
    only beneficiary so far has been the neuroscientists in
    obtaining funding for their research.
    • Neuromarketing has been termed a scam, a
    hype or a passing fad by many others.  As long
    as companies believe in the quest for the
    mythical buying button, funding for such
    research will continue to pore in. However
    unless neuroscience can prove the information
    garnered from such study can be translated
    into a successful, actionable marketing plan,
    interest and investment will continue to wane.
    Somatic Markers

    Illustration
    Practical Examples

    • Childhood memories: good or bad?


    - Parents used a certain product, you do too.
    - Colgate team came to schools, happy
    memories.
    • Somatic marker is like a bookmark. Dramatic,
    unforgettable event. Think 9/11, Diana’s death
    Vs what you had for dinner two days ago?
    • Ads need to create this marker. Blending ipad?
    By Blendtec.
    Examples

    • advertisement creates these markings that fuel


    consumers to buy their brands- shortcut.
    - these can be ‘memory we rely on, a funny
    commercial, a catchy slogan, or something that
    celebrities and our friends have’
    - olper’s mera intikhaab – emotional association
    ‘…aurat honay ka..kar bhi sakti, tou kuch aur na karti’
    ‘The hardest job in the world is truly the best job in
    the world. Thank you Mom’
    • http://www.colgate.co.in/app/Colgate/IN/Cor
    p/ColgateCares/Bsbf/dr-rabbit.cvsp
    Examples

    • Marketers need to understand:


    ‘Buying nappies is not really about functional
    absorption power, but rather about a woman
    making a choice that helps her feel like she’s
    the best mum’
    • Pampers uses this appeal.

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