東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Neuro-advertising = brain-friendly a...

Schwarz, Elke.

FindBook

Google Book

Amazon

博客來

Neuro-advertising = brain-friendly advertising for more success in your market /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Neuro-advertising/ by Elke Schwarz.
其他題名:	brain-friendly advertising for more success in your market /
作者:	Schwarz, Elke.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2022.,
面頁冊數:	xiv, 185 p. :ill., digital ;24 cm.
內容註:	Opportunities and possibilities for the measurability of advertising -- Emotion Index: What emotions sell? What emotions does the advertising trigger? -- Benefit index: To what extent does the advertising convince through brain-appropriate benefits? -- Memory index: How high is the actual memory value? -- Hormone index: Which hormonal reactions are triggered and how do they influence the buying process in customers? -- Impulse index: How well does the advertising use the impulse possibilities? How well do they work?.
Contained By:	Springer Nature eBook
標題:	Marketing - Psychological aspects. -
電子資源:	https://doi.org/10.1007/978-3-658-38633-7
ISBN:	9783658386337

Neuro-advertising = brain-friendly advertising for more success in your market /
Schwarz, Elke.

Neuro-advertisingbrain-friendly advertising for more success in your market /[electronic resource] :by Elke Schwarz. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - xiv, 185 p. :ill., digital ;24 cm.

Opportunities and possibilities for the measurability of advertising -- Emotion Index: What emotions sell? What emotions does the advertising trigger? -- Benefit index: To what extent does the advertising convince through brain-appropriate benefits? -- Memory index: How high is the actual memory value? -- Hormone index: Which hormonal reactions are triggered and how do they influence the buying process in customers? -- Impulse index: How well does the advertising use the impulse possibilities? How well do they work?.

When does advertising work and how can the effect best be determined in advance? The Subconscious Decision Marketing Index (SDMI) provides answers to this question. This novel measurement and analysis tool for assessing the subconscious impact of advertising captures the relevant processes in the subconscious of customers when making purchase decisions on the basis of neuroscience. This book demonstrates how the SDMI can be used in practice to identify brain regions, emotions, and body responses that are addressed by advertising, while measuring how advertising promotes or inhibits sales. This provides marketers and creative professionals in advertising agencies with metrics and clarity in areas that previously could only be partially measured, if at all. The result is easily comparable indices from which concrete recommendations for action can be derived. A practical, profitable book for anyone who wants to use their marketing spend effectively and make a sound case for it! The content Emotion Index: Which emotions sell? What emotions does advertising trigger? Benefit Index: To what extent does the advertising convince with brain-appropriate benefits? Memory index: How high is the actual memory value? Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers? Impulse Index: How well does advertising use impulse opportunities? How well do they work? The author Elke Schwarz is the managing director of the Institute for Sales and Marketing Excellence and developer of the SDMI. She lectures on the subject of the unconscious effectiveness of advertising and advises companies as well as advertising agencies. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com) A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

ISBN: 9783658386337

Standard No.: 10.1007/978-3-658-38633-7doiSubjects--Topical Terms:

729673
Marketing
--Psychological aspects.

LC Class. No.: HF5415

Dewey Class. No.: 658.80019

Neuro-advertising = brain-friendly advertising for more success in your market /
LDR:03594nmm a2200349 a 4500 001 2306691
003 DE-He213
005 20221213090853.0
006 m d
007 cr nn 008maaau
008 230421s2022 gw s 0 eng d
020 $a 9783658386337 $q (electronic bk.)
020 $a 9783658386320 $q (paper)
024 7 $a 10.1007/978-3-658-38633-7 $2 doi
035 $a 978-3-658-38633-7
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415
072 7 $a KJS $2 bicssc
072 7 $a KJS $2 bicssc
072 7 $a BUS043060 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJS $2 thema
082 0 4 $a 658.80019 $2 23
090 $a HF5415 $b .S411 2022
100 1 $a Schwarz, Elke. $3 3611153
245 1 0 $a Neuro-advertising $h [electronic resource] : $b brain-friendly advertising for more success in your market / $c by Elke Schwarz.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer, $c 2022.
300 $a xiv, 185 p. : $b ill., digital ; $c 24 cm.
505 0 $a Opportunities and possibilities for the measurability of advertising -- Emotion Index: What emotions sell? What emotions does the advertising trigger? -- Benefit index: To what extent does the advertising convince through brain-appropriate benefits? -- Memory index: How high is the actual memory value? -- Hormone index: Which hormonal reactions are triggered and how do they influence the buying process in customers? -- Impulse index: How well does the advertising use the impulse possibilities? How well do they work?.
520 $a When does advertising work and how can the effect best be determined in advance? The Subconscious Decision Marketing Index (SDMI) provides answers to this question. This novel measurement and analysis tool for assessing the subconscious impact of advertising captures the relevant processes in the subconscious of customers when making purchase decisions on the basis of neuroscience. This book demonstrates how the SDMI can be used in practice to identify brain regions, emotions, and body responses that are addressed by advertising, while measuring how advertising promotes or inhibits sales. This provides marketers and creative professionals in advertising agencies with metrics and clarity in areas that previously could only be partially measured, if at all. The result is easily comparable indices from which concrete recommendations for action can be derived. A practical, profitable book for anyone who wants to use their marketing spend effectively and make a sound case for it! The content Emotion Index: Which emotions sell? What emotions does advertising trigger? Benefit Index: To what extent does the advertising convince with brain-appropriate benefits? Memory index: How high is the actual memory value? Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers? Impulse Index: How well does advertising use impulse opportunities? How well do they work? The author Elke Schwarz is the managing director of the Institute for Sales and Marketing Excellence and developer of the SDMI. She lectures on the subject of the unconscious effectiveness of advertising and advises companies as well as advertising agencies. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com) A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
650 0 $a Marketing $x Psychological aspects. $3 729673
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer Nature eBook
856 4 0 $u https://doi.org/10.1007/978-3-658-38633-7
950 $a Behavioral Science and Psychology (SpringerNature-41168)