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An interview with My Message in Your Brain speaker Willem Verbeke is published by Adformatie. Verbeke discusses the measuring of advertising success inside the living brain using fMRI-scanning: "A good marketeer uses his intution. He senses: when something interests me, others are likely to feel the same way. By looking into the brain we can now understand why people find things interesting."
He goes on to give the readers a short teaser on what to expect from other fields of science: social, biological and genetical research yields useful information for marketing as well. "Applying neuroscience and biology insights on marketing will become the next revolution. We aspire to understand why people respond in a certain way to marketing stimuli and to use that knowledge to optimize for example the effectiveness of TV commercials."
Another article about My Message in Your Brain appeared on marketingtribune.nl and dutchcowboys.nl today, featuring two conference partners. "Recent marketing research performed by Sanoma Media and neuromarketing agency Neurensics has proven that advertising works. The effect of advertising on behavior was examined using fMRI scans on the living human brain."
The article describes various insights gained from research performed at the Spinoza Center of the University of Amsterdam, December 2011. Some of these insights seem to confirm common marketing sense, others are more surprising. For instance: "although the familiarity of the message increases when visual identity is used consistently in multimedia campaigns, inconsistent use of visual identity has an almost similar effect. In both cases, the brand becomes significantly more desirable and attractive over time."
The research results will be presented during the My Message in Your Brain conference on May 31st, 2012.
In the April edition of KLM's Holland Herald we came across an interesting and relevant article on Neuromarketing, "The Mind miners". This article also features two of our prominent guest speakers: Ale Smidts (Erasmus Research Institute of Management) & Victor Lamme (Neurensics, University of Amsterdam)
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