PHD PowerPoint template one - Unie vydavatelů..."You can say the right thing about a product and...
Transcript of PHD PowerPoint template one - Unie vydavatelů..."You can say the right thing about a product and...
NeuroplanningMedia Brunch, Czech Publishers Association, Magazine SectionPrague, June 17th 2010
By Dag Inge FjeldStrategic director PHD Network, Norway
What is Neuroplanning?
functions
the brainhow
1:
physically
Neuroscience Partners - Dr Gemma Calvert and Dr Adrian Owen of Neurosense Ltd.
2:
information
processand
store
how we
Cognitive Psychology Partners - Wendy Gordon & Dr Giep Franzen / Margot Bouwman
metricsmedia
3:
neuroplanning
seasonal advertisements
October 11th
Did you purchase your Christmas gifts in February?In June?
Emotions and metaphorsSensory input
ContrastsRelevance
Christmas plays out differently in various media channels
“We are not thinking machines that feel, we are feeling machines that think"
ContentReinforced by the context
an engram
Protective father
Family
In touch
The Big Telecom
activate
Protective father
Family
In touch
FreeFamily offer
neuroplanning
five
questionskey
Is the target emotionally warm, neutral or cool?”
“What is the perceived interest level in the message?
“Is the objective immediate or long term?”
“Is the message implicit or explicit?”
“Do you want to change, reinforce or introduce associations to the brand?”
neuroplanning
Your brand is well regarded and the brand engram is full of positive, desirable associations. Job of communication is reinforcement.
Strengthen
Breakthrough
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_____ _______
"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB
Needham Worldwide.
StrengthenBreakthroughDisruptConnectSubinfluenceActivate
Six neuroplanning communication models
Don’t start with an adStart with the enabling experienceBuild the communications plan around the experienceCreate content through the experienceLeverage the content
Content and neuroplanning