Intelligent Advertising

Intelligent advertising means

- Creative content in offline and online media- Attention in scarcity-economy- Relevant Communication- Ad-liking - A position in the customers BRAIN-BOX- A connection with customers - In the end : Selling products

Items of this Presentation

1. Neurostructure in Communication

2. Use of Psychology

3. Use of Sociology

4. Use of Special Appeals

1. Neuro structure in communication

- Put a BRAND literally in the

mind of B2B/B2C customers

- Create Top of Mind Attention

- Bear in mind how the brain is working :

left-right !

Literally in the mind

Advertising and brainbox

Advertising that sticks

Left and right side of the brain

affection-cognition-conation

Complete Dutch attitude

Brains and senses

innerworld

Semiotics

Subliminal perception

Mirror neurons

Mirrorneurons : brainpart that causes human empathy and copying behaviour :crying, laughing, togetherness,yawning, groupefeeling

Neuromarketing: reaction of the brain

Avatar movie : violance

The brain knows more than you think

- The dumb consciousness vs. the smart unconsciousness

- Capacity 10 to 200.000 :

- The unconsciousness is the captain/esp. at night- The consciousness as ‘stupid’ working force

Neuro advertisingstructure

- image left

- text right

- logo right below

- movement left to right

- the golden ratio and triangle

- the diagonal method

Diagonal - left/right

The crosswise visual field

Harlistas

2. Text

1. Image

3. Logo

2. Use of Psychology

- Needs/motives : Maslow

- Perception : gestaltprinciples

- Learning : conditioning

- Personality : the big five

- Attitudes : superficial or not

- Decision making : evoked set

Maslow : physical needs

Maslow: esteem needs

Conflicts : giraffe or mole?

Gestaltprinciples: meaningful perception

- Foreground/background

- Closure

- Similarity

- Continuity

- Ressemblance

Gestaltprinciple: fore-background

Polar bear/world is dying

Interpretation

Perceptual vigilance

Pavlov :classical learning

Stimulus-generalisation

Modeling: the sheikh-effect

Shaping in steps

3. Use of Sociology

- Culture

- Subculture

- Social Class

- Group Membership

- Family

- Opinion leadership

- Social networks

Country cultures

Subcultures

Social classes : upper-upper

Dog social class/humanisation

Group behaviour

lifestyle : young spirits

Family life cycle

Opinion leadership

Social media

4. Use of Special appeals

- sex - avatar

- fear - love

- child - bystander

- Von Restorff - namecharacter

- two sidedness - spotlight

- assimilation-contrast - anchor

- fitd and ditf - archetypes

Sex-appeal

Fear and relief-effect

Bystander -effect

Assimilation-contrast

Avatar-principle

Irrational behaviour: superstition

Look-alike-bias

Group-think bias xdygujgyujhgughugh

Conclusions

• Creative content is relevant for social media en traditional media

• Use knowledge of social sciences

• Cause relevant communication in : B2B/B2C

• Measure the outcome of it all

Triple A Advertising =Triple A Selling

Intelligent Advertising

+ Anything

+ Anywhere

+ Anytime =

Top of Mind Attention and

Fills the marketing-salesfunnel !!!