1. Neuromarketing-
an introduction
Neuromarketing-
an introduction

2. 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)

3. The emergence of neuromarketing
Neuroscience

4. 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

5. 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

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

7. 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

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