Professional Documents
Culture Documents
BY
GROUP NO 3
Group Members
NEETHA
JOYSON
CHRISTOPHER
ALWIN
BELINDA
GURU DARSHAN
Overview
Introduction
Unlocking the Brain
Technology Used
Case study
Impact on various marketing fields
Ethical concerns
THE future
of advertising?
What’s going on
in there?
What is?
• NEUROMARKETING is the study of the
brain’s responses to advertising, the
brands encountered in our daily lives, and
all the associated messages and images
that are strewn throughout the cultural
landscape of everyday life.
When it all began?
Observation
Magneto
encephalography (MEG)
Recent advancements
Three basic measurements
• Attention
• Emotional engagement and
• Memory retention
Two sides of the brain
• One part of the brain that influences feelings,
while another influences thought
• Both parts of the brain can work at cross
purposes during the process of making a
decision
• Neuromarketing decodes these processes and
converts marketing messages into a language
that appeals to the different parts of the brain
and motivates a decision in your favor.
In search for understanding
consumer behaviour
“Marketing and environmental stimuli enter the consumer’s
consciousness [and/or sub consciousness]. A set of
psychological processes combine with certain consumer
characteristics to result in decision processes and purchase
decisions.
BY:
JOYSON SIDNY D’SOUZA
A new field called
NeuroMarketing --
combining neuroscience,
marketing and
technology -- has
generated a buzz across
every industry and every
business sector.
NeuroMarketing: It is the
Key To Unlocking
Customer's Brain?
In traditional marketing, we ... "follow the proven
formula of compelling headlines, benefits,
satisfaction guarantee and a call to action and
your sales will skyrocket."
"Our unconscious mind -- drives how we respond
to ads, brands and products and, ultimately,
drives all our buying decisions. Customers don't
really know why they buy what they buy, which
is why traditional market research falls short."
According to neuroscientists,
there are 3 main parts to the
brain, each functioning as a
brain unto itself. These "three
brains" - nestled inside one
The "Human" ("New" or outer-most) Brain: Most evolved part of the
another
brain known as--
the are as follows.
cortex. Responsible for logic, learning, language,
conscious thoughts and our personalities.
The "Mammalian" (Middle) Brain: Also known
as the limbic system. Deals with our
emotions, moods, memory and hormones.
Daimler Chrysler
Supporters say:
Limitations of Neuromarketing
General limitations:
accurate measurements of brain activities are limited
certain emotions cannot be clearly differentiated
analysis of collected data still remains an enigma
neuromarketing without future:
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
Limitations of Neuromarketing
Potential Impact of
Neuromarketing
By,
Belinda Britto
Neuromarketing
• Impact on Distribution
Impact on Promotion Campaigns
Sponsoring
Posters/billboards
-location
-celebrities
-duration -events
Poster/billboards
Radio promotion
balance
information/entertainment music
length image
• smell
• colour
• health/fashion trends
• identifiying new
target groups
Impact on product Packaging/Design
logo
•
colour scheme
•
packaging size
•
Impact on Distribution
• shelving
• product grouping
• special offers
• music
• general atmosphere
ETHICAL CONCERNS
BY
GURU DARSHAN
Neuroethics of neuromarketing
• Protection of research subjects
• Protection of vulnerable niche
populations from marketing exploitation
• Full disclosure of goals, risks, and
benefits
• Accurate media and marketing
representation
• Internal and external validity
Conclusion