apresenta*onfromthe newmrneuroscience ...b219de03d4fa586d9adb... · speaker karina besprosvan,...

Speaker Karina Besprosvan, Omnicom Media Group, Chile NewMR Neuroscience, Biometrics and MR – April 15 2011

A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011

The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com

For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material

‘Neuroplanning Impact of aGen;on levels to adver;sing presented in different media using fMRI ’

Karina Besprosvan, Omnicom Media Group

Karina Besprosvan, Omnicom Media Group, Chile NewMR Neuroscience, Biometrics and MR – April 15 2011


Neuroplanning Impact of attention levels to

advertising presented in different media using fMRI

This project is in process of publication and is proprietary of

Clínica Santa María, Chile, OmnicomMediaGroup, Universidad de los Andes, Chile and was based on a

Omnicommediagroup (PHD brand) development.

.

Karina Besprosvan Regional research & consumer behaviour Latin

America OmnicomMediaGroup

@kbesprosvan

The authors: María R. Rosales, Dr. 1, Karina Besprosvan, Sociologist 2, María J. Labrador, PhD 3 María I. Errázuriz, Journalist 3, gnacio Letelier, B.M.E 1, María I. Santa María, Journalist 3, Ignacio González, Dr. 3


I.  The Background

II.  The 7 Neuroprinciples

III.  The (fMRI) Experiment

IV.  Keep moving

The Agenda:


A Sub-Optimal Process

‘Lots Of Facts’

The S

chedule

?


3. Media CPT

2. Media Propensity

4. Gut Feel / Platitudes

1. Media Reach

5. Modelling 6. Combination Of The Above?

Typical ‘Bridges’ Used


reach people

influence people


Enter Psychology


Media Brands

A New Approach

Psychology


Neuroplanning

•  An interactive planning system

•  Influence not just reach

•  Incorporates Cognitive Psychology and exclusive fMRI

•  Includes Media Costs / Audience Impacts (CPT) and Prd’n Costs

•  Holds all of the complicated variables together in one place

•  Optimum model for strategy and channel selection


The 7 Neuroprinciples

1: The Brand Engram


NeuroPrinciple #1: The Brand Engram

Speaker Karina Besprovsan, Omnicom Media Group, Chile NewMR Neuroscience, Biometrics and MR – April 15 2011


Cells That Fire Together – Wire Together

Brains are made up of ‘associate networks’



Cells That Fire Together – Wire Together



The brand task

Change: High frequency and ‘rich media’

Introduce: Moderate frequency

Reinforce: Frequency around purchase cycle

So What?




1: The Brand Engram

2: Hardwiring


NeuroPrinciple #2: Hardwiring



People remember old brand advertising despite weight of

spend or creativity of new campaign



A Brand That Cannot Change


First Impressions Really Do Last

Source: Building of Engrams: The Mental World of Brands – Giep Franzen and Margot Bouwman 2001



Does the brand have any hardwiring?

So What?

If yes

Must work with it

Cre

ativ

e!

High frequency, rich media and high

impact Med

ia !




1: The Brand Engram

2: Hardwiring

3: Five Filing Cabinets of the Mind


NeuroPrinciple #3: The Five Filing Cabinets

of the Mind



The five filing cabinets of associations…

1.  Sensory perceptions

2.  Abstract meanings

3.  Somatic markers

4.  Learned attitudes

5.  Behavioural tendencies

Colours, textures, shapes, logo

Implicit associations

Instant attraction or repulsion

Makes you fat, good for hair, etc

Always use when… the way I use it is…



So What?

Are There Any Barriers That Need Overcoming? Require communication

that can change feelings



Require communication that can change

feelings

So What?

Are There Any Barriers That Need Overcoming?

Media Opportunities



1: The Brand Engram

2: Hardwiring


4: Emotional Anchoring


NeuroPrinciple #4: Emotional Anchoring



Hippocampus (knowledge

memory)

Sensory Input (e.g. sight) Amygdala

(emotional memory)

Thalamus (agent)

Association Cortex (thinking)

Source: The Mental World of Brands – Giep Franzen and Margot Bouwman 2001

Emotions Affect What You Think and See



Emotional Anchoring Is A Significant Causal Factor In

Selective Perception

So What?



Less Warm = More Impact Required

So What?



1: The Brand Engram

2: Hardwiring



5: Somatic Markers


NeuroPrinciple #5: Somatic Markers



Somatic markers serve as an automatic device to speed one to select biologically advantageous

options.

Descartes' Error: Reason, Emotion and the Human Brain - neurobiologist Antonio Damasio (1994)



Biologically response

Somatic marker


Hippocampus (knowledge

memory)

Sensory Input (e.g. sight) Amygdala

(emotional memory)

Association Cortex (thinking)

Somatic Encoding

Glandular and Behavioural Responses

(Bodily Responses)


Does The Brand Have A Trigger That Will Attract of Repel?

Attract

Repel

Use it

Work with it

(e.g. Trigger at POS)

(e.g. work to change feeling – high impact, frequency and rich media)

So What?




1: The Brand Engram

2: Hardwiring



5: Somatic Markers

6: Heuristics


NeuroPrinciple #6: Heuristics



Barbeque Sauce

8 brands

18 variants

28 variants/sizes

13 different criteria

364 datapoints

73 products per shop

26,572 calculations



High Interest Purchase Type

Low Interest

Infrequent Frequent

Heuristic Purchase


Heuristics are a way of taking decisions when there is no

logical solutions readily available



So What?

Heuristics often exist in commoditised markets

There needs to be a powerful reason to get them to reconsider

Must affect conscious processing




1: The Brand Engram

2: Hardwiring



5: Somatic Markers

6: Heuristics

7: HIP & LIP


NeuroPrinciple #7: High and Low Involvement

Processing



Pre-Attentive

High Involvement

Low Involvement

Filtered and then stored to long-term memory

Stored straight to long-term memory

External Data

The 3 Different Levels of Processing Information

Low Involvement Processing – A New Model of Brands and Advertising - Robert Heath (Admap)



Information which enters the memory through LIP has a far greater chance

of being retained in long term memory.

Low Involvement Processing – A New Model of Brands and Advertising - Robert Heath (Admap)


Different Objective Require Different Processing Levels

Low involvement

Build Brand

Long-term

Multi-sensory

(words, music, symbols)

High involvement

Convey Rational Information

Short term

One dimensional

(words)


Low involvement processing is a very effective way of increasing a set

of associations around a brand

So What?


What are the best channels for each model?


I.  The Background

II.  The 7 Neuroprinciples

III.  The (fMRI) Experiment

IV.  Keep moving

The Agenda:


Understand generic cognitive effect of different channels


Objective To examine neurological responses

of brain areas involved in the function of attention following the presentation of advertising (ad) in various

media using functional magnetic resonance imaging (fMRI).

In particular, Study activations in areas

of memory and emotion through exposure to

different media.


Methodology

•  16 volunteers (8 male, 8 females) were scanned while viewing advertisements in 4 media formats: –  Television –  Radio –  Digital Print –  internet

•  Advertisements were obtained from 3 product categories, each one represented per two brands, with different message types to ensure generic results (ie not specific to any particular category) :

–  Retail –  Telecommunications –  Drinks


•  A specialized stimulation device, Philips ELOQUENCE for fMRI, was used to show the advertisings to subjects on the scanner

Methodology


In short, each volunteer underwent the following protocol:

• Advertisement presentation (TV, radio, internet or online newspaper)

• Attention test • Advertisement presentation



• Attention test

Methodology


1.  Agreement signed for participation

2.  All respondents – base level scan

3.  Exposure to stimuli

4.  Post questionnaire

5.  Results analysed

6.  Ready to Integrate into Neuroplanning model

The hole Process


Difference between media

Source: Neurocom study 2010

In relation to areas of attention, greater impact media are

television and online newspapers, followed by internet.

These media confirm the characteristic of being primarily

visual stimuli. Also, radio ads presents less

activation in areas of attention compared to the

aforementioned visual media.


…Differences per gender


In relation to gender, television activates the attention mostly in men.

Internet produces increased activation in areas of attention in women.


Hyppocampus (Memory) and amygdala (emotion) coronal images

Online press

Radio


internet

TV


Memory and emotion •  Presentation of

advertisings by television and internet generated activation in areas of remote memory and emotion with no clear dominance between these two media.


In advertisings presented through online newspaper, television and

internet, activations were observed in areas of remote memory and

emotion in both cerebral hemispheres

On the other hand, radio had less activation in emotion and memory areas compared to other media.


Sentiments that dominated the experiment…



1Target Audience

2Target Brain Areas

and

To move forward in media design…


To move forward in media design…

•  Not all the media performs well all the different tasks alone

•  This approach has a new view of how to complement different media mix or reinforce attention/ memory or emotion

•  Traditional Media tools combined with media “neuroscores” give brands new ways for selecting touch points for contacting consumers


Thank you

Karina Besprosvan

@kbesprosvan


Q & A

Ray Poynter The Future Place

Karina Besprosvan Omnicom Media Group


Karina Besprosvan

@kbesprosvan


A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011

The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com

For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material

‘Neuroplanning Impact of aGen;on levels to adver;sing presented in different media using fMRI ’

Karina Besprosvan, Omnicom Media Group

Karina Besprosvan, Omnicom Media Group, Chile NewMR Neuroscience, Biometrics and MR – April 15 2011

apresenta*onfromthe newmrneuroscience ...b219de03d4fa586d9adb... · speaker karina besprosvan,...

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