Neuro-Advertising

Brain-friendly advertising for more success in your market
1. Auflage 2022
ISBN: 978-3-658-38635-1
Verlag: Springer

Buch, Englisch, 185 Seiten, Format (B × H): 168 mm x 240 mm, Gewicht: 345 g

Increase marketing impact with the right advertising

Introduces a novel measurement and analysis tool based on neuroscience

Shows how marketing spend can be used effectively

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Schwarz, Elke

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management

Inhaltsverzeichnis

Opportunities and possibilities for the measurability of advertising.- Emotion Index: What emotions sell? What emotions does the advertising trigger?.- Benefit index: To what extent does the advertising convince through 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 in customers?.- Impulse index: How well does the advertising use the impulse possibilities? How well do they work?.

Über Autor(innen)

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 .