1. Intelligent Advertising

2. 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

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

4. 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 !

5. Literally in the mind

6. Advertising and brainbox

7. Advertising that sticks

8. Left and right side of the brain

9. affection-cognition-conation

10. Complete Dutch attitude

11. Brains and senses innerworld

12. Semiotics

13. Subliminal perception

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

15. Neuromarketing: reaction of the brain

16. Avatar movie : violance

17. The brain knows more than you think -The dumb consciousness vs. the smart unconsciousness -Capacity 10 to 200.000 : -The unconsciousness is the captain/esp. at night - The consciousness as ‘stupid’ working force

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

19. Diagonal - left/right

20. The crosswise visual field

21. Harlistas

22. 2. Text 1. Image 3. Logo

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

24. Maslow : physical needs

25. Maslow: esteem needs

26. Conflicts : giraffe or mole?

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

28. Gestaltprinciple: fore-background

29. Polar bear/world is dying

30. Interpretation

31. Perceptual vigilance

32. Pavlov :classical learning

33. Stimulus-generalisation

34. Modeling: the sheikh-effect

35. Shaping in steps

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

37. Country cultures

38. Subcultures

39. Social classes : upper-upper

40. Dog social class/humanisation

41. Group behaviour

42. lifestyle : young spirits

43. Family life cycle

44. Opinion leadership

45. Social media

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

47. Sex-appeal

48. Fear and relief-effect

49. Bystander -effect

50. Assimilation-contrast

51. Avatar-principle

52. Irrational behaviour: superstition

53. Look-alike-bias

54. Group-think bias xdygujgyujhgu ghugh

55. 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

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