The role of Neuromarketing in measuring response to marketing stimuli in advertising campaigns | ||||
| International Design Journal | ||||
| Article 19, Volume 11, Issue 4 - Serial Number 41, July and August 2021, Page 237-256 PDF (1.61 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2021.180927 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Nevin Mohamed Ahmed Al-Refai | ||||
| Assistant Professor, Department of Advertising Production, Division of Media Sciences, International Academy of Engineering and Media Sciences | ||||
| Abstract | ||||
| The effect of advertising on the recipient depends on several different factors, such as the type of product, the nature of the target group, or the value of the decision for the consumer. The effectiveness of achieving the desired goals can be well analyzed by applying modern research techniques, such as cognitive neuroscience techniques. Advertising is the field of marketing that benefits most from neuromarketing techniques, as consumers' buying decisions are made from the heart and justified by reason, as consumers are daily exposed to a vast amount of millions of unfiltered information (in the form of advertisements, products, brands, images, colors, and sounds). Through all of their senses, most of the input goes unnoticed, since humans are able to process a small portion of it, and it is assumed that it has a profound effect on consumer behavior regarding how they represent, attend, and perceive the incoming information. The main question is what do consumers direct their attention to (That is, what are they focusing on?)? Once they are exposed to many quickly selected alternatives (such as brands, communications, etc.), which is a mechanism for selecting information that is ranked in order of priority over other available information, a person needs to be aware that they are paying attention to something, and given that the components Aesthetics are a prominent part of advertisements, logos, and product designs. They are components that the brain processes in the form of visual stimuli and are broken down by the brain into its component elements such as shapes and colors, and for this reason, the basic brain mechanisms of attention and visual processing are the main point in linking superior cognitive functions to The success of the "advertisement." From an economic and marketing perspective, the goal of a neuroscience approach is to gain a better understanding of how (established) brands' mass consumer advertising affects branding systems themselves. From a neuroscience perspective, the overall goal is to better understand the neural mechanisms underlying the influence of stimuli and perception on memory and the neural correlates of choice and decision-making. Consumer choice is like a complex chain of brain activities. From a behavioral point of view, high-probability choices are faster than those without They can be predicted, and this can be explained by assuming that if there are more options, and they are all difficult, the cortical activities are more complex than the activity that would occur in the easier-to-make choices. The reasons for choosing the research come due to the fact that the field of neuromarketing is a newly emerging specialized field in the field of marketing and advertising, and consequently there are fewer references in it, it is a controversial field that uses medical technologies to build successful marketing campaigns, and its study and understanding may be a reason for understanding the rationale for how consumers make purchasing decisions and their responses to stimuli. Marketing in order to apply these lessons in developing marketing and advertising strategies; The problem with the research is how can neuroscience help companies improve and develop their marketing and communication strategies? Is neuromarketing manipulating the real needs and desires of consumers to suit the needs, desires and interests of marketers to create more efficient and effective marketing and advertising campaigns and strategies? What is the added value of neuroscience techniques in marketing and advertising? The importance of research came in analyzing and studying neuromarketing, and its effectiveness in identifying consumer feelings and emotions, and activating them by drawing a map of relationships between them, so that it becomes a new and effective tool that helps companies improve marketing and communication strategies. Obtaining it through traditional marketing methods such as the needs and desires of some consumers whose desires, such as children and people with special needs, are difficult to determine; The research also aims to shed light on the concept of neural shopping as a modern field in the field of marketing and advertising that helps build a successful advertising strategy and provides a general and comprehensive framework for neuro-shopping to be a reference for researchers and those interested in the field of marketing. It also emphasizes the importance of studying the human brain and individual differences in thinking among consumers to build a strategy. Marketing and advertising that fulfill their desires and needs in a more effective way. The research follows a descriptive and analytical approach, based on studying and comparing the data and information necessary for the research problem, its organization and analysis, to extract the basic features of neuromarketing, and its importance in the field of marketing and advertising | ||||
| Keywords | ||||
| Neuromarketing; Marketing Research; Consumer Behavior; Advertising Campaigns | ||||
| References | ||||
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