About the Book
Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.Companies such as Google, CBS, and Frito-Lay amongst others that have used neuromarketing services to measure consumer thoughts on their advertisements or products.
The word ""neuromarketing"" was coined by Ale Smidts in 2002.
This book is your ultimate resource for NeuroMarketing. Here you will find the most up-to-date information, analysis, background and everything you need to know.
In easy to read chapters, with extensive references and links to get you to know all there is to know about NeuroMarketing right away, covering: Neuromarketing, AIDA (marketing), Altercasting, Angel dusting, Appeal to fear, As seen on TV (marketing), Blackout dates, Book signing, Celebrity branding, Champagne in popular culture, Channel stuffing, Chemical free, Co-promotion, Compliance professional, Continuity marketing, Databased marketing, Directional marketing, Embrace, extend and extinguish, Enterprise Engagement, Experimental research design, Family branding, Fear, uncertainty and doubt, Trailer (film), Four wall distribution, Free gift, Freebie marketing, Geodemographic segmentation, GestureTek, In-store demonstration, Introductory rate, Loss leader, Lovemark, Market segmentation, Marketing co-operation, Virtual event, Virtual engagement, MCG: Market Connect Group, Micro-segmentation, Micromarketing, Microsegment, Microsegmenting, Mojave Experiment, The Nikolai Organisation, Observational techniques, Online focus group, Point of sale display, Precision Marketing, Premium (marketing), Prize (marketing), Product displacement, Product placement, Real-time marketing, REAN, Relevant space, Search engine submission, Seeding trial, Social Media in the Fashion Industry, Street marketing, Stunt casting, Subvertising, Third-party technique, Transmedia storytelling, Unique perceived benefit, Unique selling proposition, Vendor lock-in, Wild posting campaigns.
This book explains in-depth the real drivers and workings of NeuroMarketing. It reduces the risk of your technology, time and resources investment decisions by enabling you to compare your understanding of NeuroMarketing with the objectivity of experienced professionals.
