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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."
Read our translation of the article (in English)
Read the article on adformatie.nl (in Dutch)
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.
Read our translation of the article (in English)
Read the article on marketingtribune.nl (in Dutch)
Or read the article on dutchcowboys.nl (also Dutch)
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)
For those of you preferring to stay the night there is the possibility to reserve a hotel room at the nearby Novotel. Erasmus University's special rate for one night is €120,- including WiFi internet and free parking, excluding city tax and breakfast. Should you decide to make use of this special price, please let us know, so we can send you the promotional code.
Teachers / professors who participate for the full tuition can introduce up to 5 of their students for the special teacher-student fee of € 50 incl. VAT, per student. We urge you act quickly in order to take advantage of this special promotion as there is a limit to the amount of student participants we can allow. To make use of the offer, the teacher needs to register and make a note of the students that will participate. The invoice will be addressed to the teacher or institute.
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