Neuro Design

Neuromarketing Insights to Boost Engagement and Profitability

Author: Darren Bridger

Publisher: Kogan Page Publishers

ISBN: 0749478896

Category: Business & Economics

Page: 264

View: 8727

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Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement with their website and boost profitability.

Neuro Design

Neuromarketing Insights to Boost Engagement and Profitability

Author: Darren Bridger

Publisher: N.A

ISBN: 9780749478889

Category: Business & Economics

Page: 280

View: 2940

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Describes insights from the growing field of neuroaesthetics, and shows how they can be applied to the most popular types of content that businesses create, and how they can be used to improve customer engagement and profit.

Neuromarketing

Understanding the Buy Buttons in Your Customer's Brain

Author: Patrick Renvoise,Christophe Morin

Publisher: Thomas Nelson

ISBN: 1418570303

Category: Business & Economics

Page: 256

View: 1369

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How can the latest brain research help increase your sales? Because paople are inundated daily by an average of 10,000 sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers such as: The 6 stimuli that always trigger a response The 4 steps to align content and delivery of your message The 6 message building blocks to address the "old brain" The 7 powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, crreate more effective marketing strategies, and radically improve your ability to influence others.

Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuromarketing Research

Author: Darren Bridger

Publisher: Kogan Page Publishers

ISBN: 0749473851

Category: Business & Economics

Page: 224

View: 1854

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Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. This book presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.

Neuro-Sell

How Neuroscience can Power Your Sales Success

Author: Simon Hazeldine

Publisher: Kogan Page Publishers

ISBN: 0749469226

Category: Business & Economics

Page: 192

View: 757

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Anyone involved in sales faces huge challenges these days, from fierce global competition and increased pressure on margins to the power of internet-savvy buyers and difficulties with getting time with prospective buyers. To succeed in sales, something more than the traditional techniques is needed. Neuro-Sell presents an effective, brain-based approach to selling that is sensitive to what's going on in the customer's mind. Neuro-Sell helps readers understand the importance of the unconscious and get below the surface of what people say to recognise what they really mean. Packed with examples, quizzes, templates and interactive exercises, it develops readers' skills in building sales relationships with the four main types of buyer and outlines the five stages of neuro-negotiating that will help give readers the competitive edge.

Neuromarketing

Exploring the Brain of the Consumer

Author: Leon Zurawicki

Publisher: Springer Science & Business Media

ISBN: 9783540778295

Category: Business & Economics

Page: 273

View: 2991

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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Neuro Web Design

What Makes Them Click?

Author: Susan Weinschenk

Publisher: Peachpit Press

ISBN: 9780321648761

Category: Computers

Page: 168

View: 1611

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“While you’re reading Neuro Web Design, you’ll probably find yourself thinking ‘I already knew that…’ a lot. But when you’re finished, you’ll discover that your ability to create effective web sites has mysteriously improved. A brilliant idea for a book, and very nicely done.” – Steve Krug, author of Don’t Make Me Think! A Common Sense Approach to Web Usability Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click. Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.

Digital Neuromarketing

The Psychology of Persuasion in the Digital Age

Author: Sam Page

Publisher: N.A

ISBN: 9780994390226

Category: Business & Economics

Page: 246

View: 4815

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This book will introduce you to fascinating research in the areas of social psychology and consumer behavior. But more importantly, this book will show you exactly how you can apply these research findings to acquire more customers for your business.

Brainfluence

100 Ways to Persuade and Convince Consumers with Neuromarketing

Author: Roger Dooley

Publisher: John Wiley & Sons

ISBN: 1118175948

Category: Business & Economics

Page: 304

View: 1598

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Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Unconscious Branding

How Neuroscience Can Empower (and Inspire) Marketing

Author: Douglas Van Praet

Publisher: St. Martin's Press

ISBN: 1137042788

Category: Business & Economics

Page: 288

View: 2286

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For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.

Neuromarketing For Dummies

Author: Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl

Publisher: John Wiley & Sons

ISBN: 1118518977

Category: Business & Economics

Page: 408

View: 9188

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Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Consumer Neuroscience

Author: Moran Cerf,Philip Kotler

Publisher: MIT Press

ISBN: 0262036592

Category: Business & Economics

Page: 368

View: 4133

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Foreword / Philip Kotler -- Introduction to consumer neuroscience / Manuel Garcia-Garcia, Moran Cerf, and Ana Iorga -- Brain physiology and anatomy / Yuping Chen, Ming Hsu, and Moran Cerf -- Sensation and perception / Irit Shapira-Lichter and Moran Cerf -- Methods / Moran Cerf -- Attention / Manuel Garcia-Garcia -- Memory / Ingrid LC Nieuwenhuis -- Emotions / Carl Marci and Brendan Murray -- Appendix to chapter 7 -- Attention and emotion / Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, and Fabio Babiloni -- Decision making / Moran Cerf -- The brain's reward system : a marketer's guide to the biological basis of pleasure / Neal J. Roese, Hans Melo, Thalia Vrantsidis, and William A. Cunningham -- Customer-based brand equity : insights from consumer neuroscience / Ming Hsu -- Pricing / Hirak Parikh, Davide Baldo, and Kai-Markus Muller -- Social marketing applications for consumer neuroscience / Dante M. Pirouz -- Using the knowledge from neuroscience to make business predictions / Moran Cerf -- Implications of consumer neuroscience in market research / David Brandt -- Ethics in consumer neuroscience / Julia Trabulsi, Maria Cordero, Daniela Somarriba, and Manuel Garcia-Garcia -- Future of consumer neuroscience / Kimberly Rose Clark -- Index -- Contributors

Introduction to Neuromarketing & Consumer Neuroscience

Author: Thomas Zoega Ramsoy

Publisher: Neurons Incorporated

ISBN: 9788799760206

Category:

Page: 204

View: 7182

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How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.

The Persuasion Code

How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime

Author: Christophe Morin,Patrick Renvoise

Publisher: John Wiley & Sons

ISBN: 1119440769

Category: Business & Economics

Page: 352

View: 2137

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The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Written by the founders of SalesBrain who pioneered the field of neuromarketing SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO Includes guidance for creating your own neuromarketing plan Advance your business or career by creating persuasive messages based on the working principle of the brain.

Neuromarketing in Action

How to Talk and Sell to the Brain

Author: Patrick M Georges,Anne-Sophie Bayle-Tourtoulou,Michel Badoc

Publisher: Kogan Page Publishers

ISBN: 0749469285

Category: Business & Economics

Page: 280

View: 5980

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Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

Think Smart Act Smart: 101 Ways to be Effective and Decisive

Author: Darren Bridger,Kevin Lewis

Publisher: Duncan Baird Publishers

ISBN: 1780287437

Category: Self-Help

Page: 144

View: 4678

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This book is a basic practical guide to the all-important mental process by which we all live our lives - analyzing a situation, sorting out how to respond to it, and taking action accordingly. We discover how to solve problems and make choices swiftly and satisfactorily, how to reduce mental stress while working under pressure, how to turn bright ideas into positive action. Following the techniques and exercises given here, you'll soon find you are using your brain more efficiently. Your payback will be in greater confidence and greater peace of mind - which in turn will help your mental processing. Step inside this virtual circle now, and join the blessed ranks of the sorted!

Shopper Marketing

Neuromarketing Strategies to Win the Battle at the Shelf

Author: Carl MacInnes,Peter Steidl

Publisher: Createspace Independent Publishing Platform

ISBN: 9781523842322

Category:

Page: 196

View: 8417

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This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how the shopping brain works, and how these insights can be used to develop more effective shopper marketing strategies and tactics. Part 1 presents the neuromarketing foundation that modern shopper marketing is based on and outlines an easy to follow, eight step framework for developing effective shopper marketing strategies. Part 2 adds colour with a collection of case examples designed to get your creative juices flowing when you are looking for big new shopper marketing ideas. This book is for you if you want to develop a leading-edge shopper marketing capability or to review - and possibly update - your current shopper marketing practice. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world's largest dairy exporter. Dr Peter Steidl is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.

Copy Paste

How Advertising Recycles Ideas

Author: Joe La Pompe

Publisher: N.A

ISBN: 9789995933197

Category:

Page: N.A

View: 5342

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Taking a second look at advertising campaigns: revealing reproductions, trumpeting creativity, and inspiring all to look just a little closer. Books about advertising are supposed to be a source of inspiration, yet here is one that takes the opposite tack. Not that the dozens of adverts compiled here are bad au contraire. They have been presented at major industry conferences and some have even won awards but because many of them are, knowingly or not, reproductions. Whether that is the result of deliberate plagiarism or unlucky coincidence remains an open question. You are free to judge for yourself."

The Advertising Concept Book (First

Author: Pete Barry

Publisher: Thames & Hudson

ISBN: 9780500518984

Category:

Page: 320

View: 8592

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This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.

Emotionomics

Leveraging Emotions for Business Success

Author: Dan Hill

Publisher: Kogan Page Publishers

ISBN: 0749457880

Category: Business & Economics

Page: 288

View: 2387

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'I believe that 'emotion' is where it's at' Tom Peters For far too long, emotions have been ignored in favour of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it. In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management. Emotions matter and Emotionomics will help you to step closer to customers and employees, but step ahead of your competitors.