Neuromarketing- an introduction Neuromarketing- an introduction.

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Neuromarketing- an introduction Neuromarketing- an introduction

Defining neuromarketing “By studying activity in the brain, neuromarketing combines the techniques of neuroscience and clinical psychology to develop insights into how we respond to products, brands, and advertisement. From this, marketers hope to understand the subtle nuances that distinguish a dud pitch from a successful campaign.” Mucha (2005, p.: 36)

The emergence of neuromarketing Neuroscience

The scientific background (1) fMRI - functional Magnetic Resonance Imaging developed in the early 90s apparatus allows the precise tracing of areas activated in the brain responding to stimuli 3D-Encode: activated regions appear in multiple colour originally applied to detect the location of illnesses, e.g. headaches, paralysis and seizures in the human brain

Neuromarketing- its potential impact on advertisement designs Poster/billboards Radio promotion size sports person music balance information/entertainment slogan/message colour arrangement length voice TV advertisement balance information/entertainment colour arrangement length image product focus voice/music

Neuromarketing- its potential impact on distribution shelving product grouping special offers smell music general atmosphere availability

Neuromarketing- between hype and reality Technological limitations: 7% of patients/test subjects worldwide are not suitable for brain scans noise and density of apparatus might prevent some test subjects from taking part in experiments falsified results due to apprehensiveness apparatus is large and inflexible (artificial environment) tests require medical supervision due to time and money constraints, only a small number of test subjects can be scanned General limitations: accurate measurements of brain activities are limited Michel (2004/2005) certain emotions cannot be clearly differentiated Kurfer (2006) analysis of collected data still remains an enigma Reynolds (2006), Ahlert (2005) neuromarketing without future: Walter, Adler, Ciaramidaro and Erk (2005) Consumer behaviour cannot be recreated in laboratory Time & costs prevent the testing of a great number of individuals Brain activities cannot be measured against the will of test subjects Ethical issues should not be solely reduced to neuromarketing

Neuromarketing and Association rules, Decision Tree, and Neural Networks Neuromarketing and Decision Tree Neuromarketing and Neural Networks