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008			221213s2022 gw a o |||| 0|eng d
020			_a9783658386337
024	7		_a10.1007/978-3-658-38633-7 _2doi
040			_aES-MaUEC _bspa _cES-MaUEC _dES-MaUEC
050		4	_aHF5415.12615 _b2022 EB
100	1		_aSchwarz, Elke _eautor _4aut _4http://id.loc.gov/vocabulary/relators/aut _9689201
245	1	0	_aNeuro-Advertising : _bBrain-Friendly Advertising for More Success in Your Market _cby Elke Schwarz
250			_a1st edition 2022
264		1	_aWiesbaden _bSpringer International Publishing _c2022
300			_a1 recurso en línea (XIV, 185 páginas) _b26 ilustraciones, 20 ilustraciones a color
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
347			_aarchivo de texto _bPDF
505	0		_aOpportunities 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			_aWhen 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.
988			_aSpringer_Psychology_2022
650		7	_2embne _9471864 _aNeuromarketing
776	0	8	_iPrinted edition: _z9783658386320
776	0	8	_iPrinted edition: _z9783658386344
776	0	8	_iPrinted edition: _z9783658386351
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-38633-7 _zAcceso a este recurso digital (usuarios Universidad Europea de Madrid)
942			_2lcc _cLE
998			_b11/2023 _dz _eb _zSI