HET MEDIA BREIN JOHN FAASSE – UITBIJTER

IAA, NEUROMARKETING, 24-3-2011

DE TOEPASBAARHEID VAN NEURO SCIENCE IN MEDIAPLANNING EN RECLAME EFFECT ONDERZOEK

HET MEDIABREIN

INHOUD Neuroscience

Het Mediabrein

Toepasbaarheid

Neuroscience in marketing en reclame

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’

NEUROSCIENCE

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’

NEUROSCIENCE

NEUROSCIENCE THE FIFTH REVOLUTION

1.  Copernicus 2.  Darwin 3.  Freud 4.  DNA 5.  Neuro

Vilyanur Ramachandran in: Lone Frank - Mindfield

NEUROSCIENCE

Herman M. van Praag in Trouw 5 februari 2011

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

BLOB-OLOGY

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?

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?

MEDIABREIN

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

TOEPASBAARHEID

“Neuroscience can add insight in complementing classical

research”

David Penn, Conquest, in: Admap, January 2010

TOEPASBAARHEID

“Neuroplanning (...)looks at how people’s brains respond when

exposed to advertising in different media channels”

David Wilding PHD, in: Admap, January 2010

TOEPASBAARHEID

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

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

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

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

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

NEUROMARKETING

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

NEUROMARKETING

“We have no buy button! People aren’t robots.”

Read Montague in: Lone Frank - Mindfield

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

DALI ATOMICUS

john.faasse@uitbijter.nl

www.uitbijter.nl

http://faassevision.blogspot.com twitter @uitbijter

DANK VOOR UW AANDACHT