beating the brain game communications success in the new era of neuroscience
DESCRIPTION
Beating the Brain Game Communications success in the new era of Neuroscience. Which advert do you like best?. Which advert do you like best?. Which advert do you like best?. Let’s ask the question differently: . Which advert is working hardest? What does ‘working hardest’ actually mean?. - PowerPoint PPT PresentationTRANSCRIPT
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Beating the Brain Game
Communications success in the new era of Neuroscience
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Which advert do you like best?
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Which advert do you like best?
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Which advert do you like best?
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Let’s ask the question differently:
Which advert is working hardest?
What does ‘working hardest’ actually mean?
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Contents
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1Learning from neuroscience 7
2Remember ‘memory’ 12
3Neuroscience ‘stamp of approval’
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4An additional layer of understanding 21
1Learning from neuroscience
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Current ‘industry standard’ measures
Purchase intent
Liking
Interest Believability
Recall Message Take-out
Sales focus Traditional AIDA framework Information-processing
model – clear message with strong recall and is believable and understood
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‘The Primacy of Affect’ – feelings come first
Poets have known this for centuries… Neuroscientists have long called for this truth to be embraced in understanding human behaviour
Wundt (1907), Zajonc (1980), Damasio (1996), Heath (2008), Ratnayake (2010)
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The importance of long term brand building goals
SOURCE : Binet & Field (2013) The Long and the Short of it – Balancing Short and Long-Term Marketing Strategies. Institute of Practioners of Advertising (UK) in association with Thinkbox,
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A holistic view of advertising success
Long term brand impact
Short term sales activation1 2
Standard industry measures are good at capturing the short-term sales impact of adverts –the ability to activate
Measures around the ad’s ability to build the brand based on the primacy of affect
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2Remember ‘memory’
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Memories aid decision making
Brand information associated with self-relevant, personal lifetime experiences. Results in hedonic brand choices over rational evaluations. Feeds into System 1 decisions.
Autobiographical memory
Brand knowledge about features and attributes with little connection to self-identity systems. Involves abstract information about the brand that leads to rational choices. Feeds into System 2 decisions.
Semantic memory
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Effective communications ease decision making by creating memories that embed the brand into meaningful, personally relevant contexts
Long term goal of ad: embed the brand in the autobiographical memory.
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Information that gets embedded into long-term memory has to pass 3 gateways
NOVELTYThe difference between expectations and reality
AFFECTIVE IMPACTThe affective value of the information (does it personally connect)
RELEVANCERelevant to current goals
SOURCE : Lisman & Grace (2005). The Hippocampal-VTA Loop: Controlling the Entry of Information into the Long-Term Memory.
‘To what extent, if at all, did this ad convey something better than you expected?’
‘How vividly, if at all, does the ad you’ve just seen remind you about things you personally care about?’
‘When you think about which <category> is best for you, to what extent, did this ad contain something that is relevant to you?’
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Two key questions
Are we able to reflect the unconscious response to the ad?
Do these questions ad an additional layer of understanding?
1 2
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3Neuroscience ‘stamp of approval’
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Research methodology
EEG
Twenty black female participants
Partnered with HeadSpace Neuromarketing*
Three mobile network adverts and three decoy ads (randomised)
Quantitative survey
Memory filter questions
Traditional questions
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*HeadSpace Neuromarketing is TNS’s partner in neuroscience research. We would like to thank them for their contribution to this research. :
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EEG shows Vodacom being a better all-rounder
Emotion
Novelty
Thought provoking
Engaging
Arousing
0 0.2 0.4 0.6 0.8 1 1.2 1.4
VodacomMTNCellC
Change in Energy Relative to Baseline
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Vodacom
AffectiveMemoryPotential
Novelty +Affective +Relevance
44%
Novelty +Affective
46%
Novelty
54%
CellC
AffectiveMemoryPotential
Novelty +Affective +Relevance
6%
Novelty +Affective
7%
Novelty
13%
MTN
AffectiveMemoryPotential
Novelty +Affective +Relevance
31%
Novelty +Affective
44%
Novelty
50%
Top 25% Below norm
SAMPLE SIZE: n. 72 // CUSTOM FILTERS APPLIED: (Q3. Race is Black), and (Gender is Female)
Memory filter questions reveal the same
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There is a statistical model fit between the EEG findings and memory filter questions
High Rating - Vodacom viewer baseline
High Rating – Vodacom viewer
Energy in the Alpha band decreases over the anterior regions.
Your textYour text 40% of the variance explained in survey measures are explained by the changes in alpha power over the frontal regions
Statistical model fit
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4An additional layer of understanding
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Traditional survey findings
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Comparing open ended responses – traditional versus newTraditional‘Tell me everything about ad’
New‘What things that you care about does the ad bring about?’
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SummaryTo embrace neuroscience, the industry should...
Fully nuanced, granulated view of the neurological effects.
Tap into passive, non-survey measurement systems (e.g. EEG, fMRI)
Develop survey measures that capture neuroscience truths
Affective memory filters to access the brain’s autobiographical memory.
Too much focus on sales activation; not enough focus on long term brand impact.Acknowledge limitations of
traditional measures
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