Neuro-Advertising Book by Elke Schwarz - Bookswagon
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Neuro-Advertising

Neuro-Advertising


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About the Book

Finden Sie mit diesem Buch zum Thema Neuro-Advertising heraus, wie Sie Ihren Marketingerfolg steigern können

Das Marketing ist eine der wichtigsten Abteilungen in einem Unternehmen. Es ist dafür zuständig, neue Kunden zu werben und Bestandskunden zu halten. Leider werden in vielen Fällen hohe Budgets für Marketingstrategien aufgewendet, die nur einen geringen Effekt erzielen. Dieses Buch über das Neuro-Advertising hilft Ihnen dabei, die Wirkung Ihres Advertisings effektiv zu steigern. Es basiert auf dem "Subconscious Decision Marketing Index" (SDMI). Diese neurowissenschaftliche Methode stellt ein neues Marketinginstrument dar, mit dessen Hilfe sich die unbewusste Wirkung von Werbung messen lässt. Dazu gehören:

  • Gesichtszüge
  • Körperreaktionen
  • Emotionen
  • Gehirnaktivitäten

So können Werbestrategien effektiv geplant und die Marketing-Effizienz nachhaltig gesteigert werden. Es wird gemessen, wie erfolgreich Werbung wirkt oder eben nicht. Dann können Werbemaßnahmen entsprechend der Zielgruppe gestaltet werden. Marketing-Agenturen können von dieser Technik ebenso profitieren wie die Marketer, die für Unternehmen tätig sind.

Kennzahlen helfen dabei, Ergebnisse zu vergleichen

Üblicherweise ist es schwer, unbewusste Emotionen und Regungen zu messen. Diese neue Methode schafft jedoch genau das, indem sie Kennzahlen im Rahmen der Verbraucherforschung erstellt. So können einzelne Indices der Marketing-Effektivität gemessen werden:

  • Emotional Index: Welche Emotionen löst die Werbung aus?
  • Benefit-Index: Inwieweit überzeugt die Werbung durch gehirngerechte Nutzen?
  • Memory-Index: Wie hoch ist der tatsächliche Erinnerungswert?
  • Hormon-Index: Welche hormonellen Reaktionen werden ausgelöst und wie beeinflussen sie den Kaufprozess bei Kunden?
  • Impuls-Index: Wie gut nutzt die Werbung die Impulsmöglichkeiten?

Diese Indices können Sie wiederum leicht mit vorherigen Messungen vergleichen und klare Handlungsempfehlungen daraus ableiten.

Das Buch über das Neuro-Advertising erklärt diese Methode praxisnah, wodurch Sie sie direkt in Ihre Marketingplanung integrieren können.



About the Author:

Elke Schwarz ist Marketingexpertin und Geschäftsführerin des Instituts für Sales und Marketing Exzellenz. Dort beschäftigt sie sich vor allem mit den Themengebieten Neuro-Sales und -Marketing sowie mit Methoden des "Emotion Selling". In dieser Funktion entwickelte Sie selbst die Methode des SDMI. Sie hält Vorträge zum Thema unbewusste Wirksamkeit von Werbung, berät Unternehmen wie auch Werbeagenturen und gibt Vertriebstrainings. Zudem ist sie Co-Autorin des bei Springer Gabler erschienenen Buches "Emotion Selling" (2. Auflage 2015).



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Product Details
  • ISBN-13: 9783658060756
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 201
  • Series Title: German
  • Sub Title: Gehirngerechte Werbung Für Mehr Erfolg in Ihrem Markt
  • Width: 168 mm
  • ISBN-10: 3658060751
  • Publisher Date: 01 Oct 2018
  • Binding: Mixed media product
  • Language: German
  • Returnable: Y
  • Spine Width: 0 mm
  • Weight: 750 gr


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