| Description |
1 online resource |
| Contents |
Intro -- Contents -- About the Author -- Introduction -- 1: The Subconscious Decision Marketing Index© (SDMI) -- 1.1 What Are the Benefits of the SDMI for Companies? -- 1.2 What Are the Advantages of the SDMI for Advertising Agencies? -- 1.3 How Is the SDMI Determined? -- 1.3.1 Step 1: Breakdown of Advertising into Its Levels -- 1.3.2 Step 2: Structured Analysis and Evaluation -- 1.3.3 Step 3: Calculation of Results -- 1.3.4 Target Group-Specific Assessment and More -- 1.4 Comparison of Advertising Effectiveness Measurements -- 1.4.1 fMRI -- 1.4.2 Surveys |
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1.4.3 Other Advertising Impact Measurements and Analyses -- References -- 2: Central Brain Functions and Their Significance for Advertising -- 2.1 Can Advertising Influence Purchase Decisions by Triggering Brain Activity? -- 2.2 Brain Regions in Detail -- 2.2.1 Amygdala -- 2.2.2 Hypothalamus -- 2.2.3 Hippocampus -- 2.2.4 Insula -- 2.2.5 Cortex -- 2.2.6 Nucleus Accumbens -- 2.2.7 Thalamus -- 2.2.8 Ventral Striatum -- References -- 3: Emotion Index: When Do Emotions Trigger Buying Impulses? -- 3.1 Gut Feeling or Emotional Conditioning -- 3.2 How Is the Emotion Index Calculated? |
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3.3 Master Model of Emotions -- 3.3.1 Emotion: Value -- 3.3.2 Emotion: Master -- 3.3.3 Emotion: Reduced Value -- 3.3.4 Emotion: Powerlessness -- 3.4 Emotional Evaluation of Texts -- 3.5 Emotional Evaluation of Acoustic Signals -- 3.5.1 Noises -- 3.5.2 Music -- 3.6 Emotional Evaluation of Visuals and the Importance of Colors -- 3.6.1 Colors: How They Support Brands and What They Say -- 3.6.2 What Else Can Colors Do? How Do They Influence Decisions? -- 3.6.3 What Must Be Considered When Choosing a Color? -- 3.7 Emotional Evaluation of Selected Phases of the Customer Journey |
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3.7.1 The Transition from the Advertising World to the Interactive Online World -- 3.7.2 The Transition from the Real to the Online World -- 3.7.3 The Transition from Individual to Customer Number -- 3.7.4 Online Advertising: The Groundhog Says Hello Everyday -- References -- 4: Benefit Index: When Are Benefits Convincing? -- 4.1 The Influence of the Unconscious and Conscious Relevant Set -- 4.1.1 Embodiment -- 4.1.2 The Explicit and Implicit Motive System of Customers -- 4.1.3 BMW Versus Audi: Comparison of the Corporate Claims -- 4.2 Implicit Benefit Index (IBI) |
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4.2.1 Category 1: Negative Emotionalization - Degree of Purchase Motivation Very Low -- 4.2.2 Category 2: Facts, Figures, Data - Degree of Purchase Motivation Low -- 4.2.3 Category 3: General Characteristics and Benefits - Degree of Purchase Motivation Medium -- 4.2.4 Category 4: Customer-Centric and Emotional Benefits - Degree of Purchase Motivation High -- 4.3 Neural and Psychological Effects of Prices -- 4.3.1 Cheap or Good Value? -- 4.3.2 The Reward Mechanism of High Prices -- 4.3.3 How Emotional Stories Determine Prices -- 4.4 Other Benefits -- 4.4.1 Brand as a Benefit |
| Summary |
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 |
| Notes |
Online resource; title from PDF title page (SpringerLink, viewed January 6, 2023) |
| Subject |
Marketing -- Psychological aspects
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Marketing -- Psychological aspects
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Màrqueting.
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Aspectes psicològics.
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Condicions socials.
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| Genre/Form |
Llibres electrònics.
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| Form |
Electronic book
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| ISBN |
9783658386337 |
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3658386339 |
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