Intelligent Advertising. Intelligent advertising means -Creative content in offline and online media - Attention in scarcity-economy - Relevant Communication.

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Presentation transcript:

Intelligent Advertising

Intelligent advertising means -Creative content in offline and online media - Attention in scarcity-economy - Relevant Communication - Ad-liking - A position in the customers BRAIN-BOX - A connection with customers - In the end : Selling products

Items of this Presentation 1. Neurostructure in Communication 2. Use of Psychology 3. Use of Sociology 4. Use of Special Appeals

1. Neuro structure in communication -Put a BRAND literally in the mind of B2B/B2C customers -Create Top of Mind Attention -Bear in mind how the brain is working : left-right !

Literally in the mind

Advertising and brainbox

Advertising that sticks

Left and right side of the brain

affection-cognition-conation

Complete Dutch attitude

Brains and senses innerworld

Semiotics

Subliminal perception

Mirror neurons Mirrorneurons : brainpart that causes human empathy and copying behaviour : crying, laughing, togetherness,yawning, groupefeeling

Neuromarketing: reaction of the brain

Avatar movie : violance

The brain knows more than you think -The dumb consciousness vs. the smart unconsciousness -Capacity 10 to : -The unconsciousness is the captain/esp. at night - The consciousness as ‘stupid’ working force

Neuro advertisingstructure - image left -text right -logo right below -movement left to right -the golden ratio and triangle -the diagonal method

Diagonal - left/right

The crosswise visual field

Harlistas

2. Text 1. Image 3. Logo

2. Use of Psychology -Needs/motives : Maslow -Perception : gestaltprinciples -Learning : conditioning -Personality : the big five -Attitudes : superficial or not -Decision making : evoked set

Maslow : physical needs

Maslow: esteem needs

Conflicts : giraffe or mole?

Gestaltprinciples: meaningful perception - Foreground/background - Closure - Similarity - Continuity - Ressemblance

Gestaltprinciple: fore-background

Polar bear/world is dying

Interpretation

Perceptual vigilance

Pavlov :classical learning

Stimulus-generalisation

Modeling: the sheikh-effect

Shaping in steps

3. Use of Sociology -Culture -Subculture -Social Class -Group Membership -Family -Opinion leadership -Social networks

Country cultures

Subcultures

Social classes : upper-upper

Dog social class/humanisation

Group behaviour

lifestyle : young spirits

Family life cycle

Opinion leadership

Social media

4. Use of Special appeals -sex - avatar -fear - love -child - bystander -Von Restorff - namecharacter -two sidedness - spotlight -assimilation-contrast - anchor -fitd and ditf - archetypes

Sex-appeal

Fear and relief-effect

Bystander -effect

Assimilation-contrast

Avatar-principle

Irrational behaviour: superstition

Look-alike-bias

Group-think bias xdygujgyujhgu ghugh

Conclusions Creative content is relevant for social media en traditional media Use knowledge of social sciences Cause relevant communication in : B2B/B2C Measure the outcome of it all

Triple A Advertising = Triple A Selling Intelligent Advertising + Anything + Anywhere + Anytime = Top of Mind Attention and Fills the marketing-salesfunnel !!!