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When it all began?

In 1915, series of experiments conducted to determine purchasing patterns, and consumer behavior. Ad campaigns since then have all been based, in some form or another, on an understanding of the consumers mind The word "NeuroMarketing"

What is NeuroMarketing?
Neuro

marketing is basically an application of Neuroscience- the science related to understanding the functioning of brain, in marketing. It first originated in the works of Gerry Zaltman of

Why Neuro Marketing is been used?


Researchers

use technologies to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

NeuroMarketing Main Goals


Marketing

analysts will use NeuroMarketing to better measure a consumer's preference. will tell the marketer what the consumer reacts to,

NeuroMarketing

NeuroMarketing Important
A research

discipline thats still in its infancy. uses hightech brain scanning techniques to investigate brain activity. neuroimaging hardware enables us to examine and analyze

It

This

NeuroMarketing Outcomes
The

knowledge provided by NeuroMarketing will help marketers create products and services.

What is Buyology?
NeuroMarketing

is where science and marketing meet. bears witness to an historic meeting between neuroscientists and marketing experts.

Buyology

Understanding Our Buyology


The

fact is, roughly 90% of our consumer buying behavior is unconscious, and we cant actually explain our preferences, or likely buying decisions, with any accuracy.

NeuroMarketing

will help us make the transition towards understanding the truth and lies about why we buy.

Impact on promotion campaigns


Posters/billboards
-location -duration

Sponsoring

-celebrities
-events

TV/ radio adverts -channels/stations


-time slots

Web adverts -duration


-contents

Freebies/ promotion extras


-location -product choice

Impact on advertisement designs


Poster/billboards
Radio promotion
size sports person balance information/entertainment music

slogan/message

colour arrangement

length

voice

TV advertisement
balance information/entertainment length product focus colour arrangement image voice/music
15

Impact on product development Flavour


Smell Colour Health/Fashion

Trends Identifiying new target groups

Logo

Impact on product packaging/design


Packaging size Limited editions Smell

Colour

scheme
Packaging

materials

Impact on distribution
Shelving

Product

Grouping Special Offers Smell Music General Atmosphere Availability

Who Are Currently using Neuromarketing?


Some of the high profile business houses like, 1. General Motors, 2. P&G, 3. Coca-Cola, 4. Hallmark, 5. Delta Airlines, 6. Motorola, 7. Nokia, 8. Bank of America, 9. Kodak etc. Are successfully using Neuromarketing to identify what force consumer to purchase the product in order to develop and offer most preferred products, services & advertisements.

Accurate measurements of brain activities are

Limitations of Neuromarketing

limited Certain emotions cannot be clearly differentiated Analysis of collected data still remains an enigma Neuromarketing without future: 1. Consumer behavior cannot be recreated in laboratory 2. Time & costs prevent the testing of a great number of individuals

Daimler Chrysler
A DaimlerChrysler study in Ulm showed pictures of 66 different cars: 22 sports cars, 22 sedans and 22 small cars to 12 men, with an average age of 31, as they lay in a scanner. Far more than the other models, sports cars excited areas of the brain associated with reward and reinforcement. Among the sports cars that generated

Coke vs. Pepsi


In a study from the group of Read Montague published in 2004; 67 people had their brains scanned while being given the Pepsi Challenge, a blind taste test of Coca Cola and Pepsi; After testing ,50% choose Pepsi and it tended to produce a stronger response than Coke in the brain's prefrontal cortex (region thought to process feelings of reward); When the subjects were told they were drinking Coke, said that Coke tasted better; their brain activity had also changed. The lateral prefrontal cortex, an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus, an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories

Conclusion
Neuromarketing will be far more socially
welcome for applications that focus on

products and causes with a clear social


benefit - applications like road safety

messages and persuading people to give


up smoking or to resist over-eating. Developing and testing strategies that are designed to cure rather than giving social