Intelligent Advertising

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Intelligent Advertising
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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

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Items of this Presentation

• 1. Neurostructure in Communication
• 2. Use of Psychology
• 3. Use of Sociology
• 4. Use of Special Appeals

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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 !

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Literally in the mind
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Advertising and brainbox
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Advertising that sticks
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Left and right side of the brain
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affection-cognition-conation

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Complete Dutch attitude
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Brains and senses

• 
  
  
  
  
  
  innerworld

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Semiotics
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Subliminal perception
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Mirror neurons

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

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Neuromarketing reaction of the brain

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Avatar movie violance
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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
  
  

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Neuro advertisingstructure

• - image left
• text right
• logo right below
• movement left to right
• the golden ratio and triangle
• the diagonal method

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Diagonal - left/right
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The crosswise visual field
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Harlistas
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2. Text
1. Image
3. Logo
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2. Use of Psychology

• Needs/motives Maslow
• Perception gestaltprinciples
• Learning conditioning
• Personality the big five
• Attitudes superficial or not
• Decision making evoked set

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Maslow physical needs
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Maslow esteem needs
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Conflicts giraffe or mole?
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Gestaltprinciples meaningful perception

• - Foreground/background
• - Closure
• - Similarity
• - Continuity
• - Ressemblance

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Gestaltprinciple fore-background
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Polar bear/world is dying
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Interpretation
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Perceptual vigilance
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Pavlov classical learning
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Stimulus-generalisation
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Modeling the sheikh-effect
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Shaping in steps
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3. Use of Sociology

• Culture
• Subculture
• Social Class
• Group Membership
• Family
• Opinion leadership
• Social networks

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Country cultures
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Subcultures
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Social classes upper-upper
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Dog social class/humanisation
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Group behaviour
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lifestyle young spirits
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Family life cycle
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Opinion leadership
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Social media
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4. Use of Special appeals

• sex - avatar
• fear - love
• child - bystander
• Von Restorff - namecharacter
• two sidedness - spotlight
• assimilation-contrast - anchor
• fitd and ditf - archetypes

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Sex-appeal
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Fear and relief-effect
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Bystander -effect
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Assimilation-contrast
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Avatar-principle
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Irrational behaviour superstition
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Look-alike-bias
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Group-think bias
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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

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Triple A Advertising Triple A Selling

• Intelligent Advertising
• Anything
• Anywhere
• Anytime
• Top of Mind Attention and
• Fills the marketing-salesfunnel !!!