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230102 ||| eng |
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|a 9783658386337
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|a Schwarz, Elke
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| 245 |
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|a Neuro-Advertising
|h Elektronische Ressource
|b Brain-friendly advertising for more success in your market
|c by Elke Schwarz
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| 250 |
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|a 1st ed. 2022
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| 260 |
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|a Wiesbaden
|b Springer Fachmedien Wiesbaden
|c 2022, 2022
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| 300 |
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|a XIV, 185 p. 26 illus., 20 illus. in color
|b online resource
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| 505 |
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|a 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?
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| 653 |
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|a Consumer Behavior
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| 653 |
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|a Management
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| 653 |
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|a Marketing
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| 653 |
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|a Consumer behavior
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| 041 |
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|a eng
|2 ISO 639-2
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| 989 |
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|b Springer
|a Springer eBooks 2005-
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| 028 |
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|a 10.1007/978-3-658-38633-7
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| 856 |
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|u https://doi.org/10.1007/978-3-658-38633-7?nosfx=y
|x Verlag
|3 Volltext
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|a 658.8
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| 520 |
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|a When does advertising work and how can the effect best be determined in advance? The Subconscious Decision Marketing Index (SDMI) provides answers to this question. This novel measurement and analysis tool for assessing the subconscious impact of advertising captures the relevant processes in the subconscious of customers when making purchase decisions on the basis of neuroscience. This book demonstrates how the SDMI can be used in practice to identify brain regions, emotions, and body responses that are addressed by advertising, while measuring how advertising promotes or inhibits sales. This provides marketers and creative professionals in advertising agencies with metrics and clarity in areas that previously could only be partially measured, if at all. The result is easily comparable indices from which concrete recommendations for action can be derived.
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| 520 |
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|a A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation
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| 520 |
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|a A practical, profitable book for anyone who wants to use their marketing spend effectively and make a sound case for it! The content Emotion Index: Which emotions sell? 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? How well do they work? The author Elke Schwarz is the managing director of the Institute for Sales and Marketing Excellence and developer of the SDMI. She lectures on the subject of the unconscious effectiveness of advertising and advises companies as well as advertising agencies. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com).
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