NEUROMARKETING Ishaan Pandey – H020

Kartikey Singh – H021

DEFINITION
Neuromarketing is a commercial
marketing communication field that
applies neuropsychology to market
research, studying consumers'
sensorimotor, cognitive, and affective
response to marketing stimuli.
COMPONENTS OF
NEUROMARKETING
Neurometrics
Biometrics
Psychometrics
KEY INSIGHTS
Non conscious techniques which complement market research
Application of neuroscientific research in package redesign
Neuroscience can be a source of creativity too
Neuroscience & channel effectiveness
KEY INSIGHTS
Neuroscience has demonstrated the importance of advertising context
The marketing neuroscience discipline needs deeper rigour
Neuroscience techniques can drive campaign effectiveness
Biometric tools are improving measurement of consumer attention
Global advertisers are increasingly using neuromarketing to pre-test and optimise
ads
Neuroscientific research tools can predict in market success
‘Emotional analytics’ help marketers drive brand bias long before purchase
Neuromarketing has produced insight into best practice for content-led marketing