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To make campaigns even more efficient, Mediaplus investigates the neuronal effect on consumers with the help of neuromarketing.
Which processes run through the minds of consumers when they see a particular advertisement or when they need to make a buying decision? So as to order these processes, which often occur unconsciously, Mediaplus relies on neuromarketing.
In Europe's largest fundamental study on the theme of neuromarketing, we identify the following on the behalf of our clients: in media planning, which TV environments work best for the respective brands and target groups? Are longer adverts really better? And which design aspects of an advertisement make it into the long-term memory?
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Neuromarketing is made up of two areas:
• findings from psychology with a focus on user’s information acquisition and consumer behaviour.
• findings derived for marketing from brain research methods.
The latter should above all help in identifying emerging consumer behaviour patterns that are not purely explained by findings from psychological science. Using methods from computer-aided brain research, new models to explain consumer behaviour can be developed from the findings.
Many companies, agencies and market research institutes use neuromarketing to find out which areas of the brain are activated by advertising messages. Along with brain research and with the help of the most advanced diagnostic technology from medicine, research is being conducted into what effects advertising and product design trigger in the brain of the user.
Advantages of neuromarketing
Neuromarketing aids research into the subconscious by analysing brainwaves created by reactions to brands, advertising and goods presentations. In this way, problems that arise in normal methods of market research, such as respondents who cannot formulate their answers clearly or the influencing of survey participants in a respondent group, can be eliminated.
An example: In a study it was found that consumers preferred sausage products from the meat counter because they subconsciously believed that this sausage was fresher than the packaged goods. However, when using traditional market research methods, they stated that this had had no influence on their decision to purchase.