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3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE.

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Presentation on theme: "3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE."— Presentation transcript:

1 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Beating the Brain Game Communications success in the new era of Neuroscience

2 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Which advert do you like best? 2

3 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Which advert do you like best? 3

4 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Which advert do you like best? 4

5 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Let’s ask the question differently: Which advert is working hardest? What does ‘working hardest’ actually mean? 6

6 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Contents 6 1 Learning from neuroscience7 2 Remember ‘memory’12 3 Neuroscience ‘stamp of approval’ 16 4 An additional layer of understanding21

7 1 Learning from neuroscience

8 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Current ‘industry standard’ measures Purchase intent Liking InterestBelievability RecallMessage Take- out Sales focus Traditional AIDA framework Information-processing model – clear message with strong recall and is believable and understood 8

9 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS ‘The Primacy of Affect’ – feelings come first Poets have known this for centuries…Neuroscientists have long called for this truth to be embraced in understanding human behaviour Wundt (1907), Zajonc (1980), Damasio (1996), Heath (2008), Ratnayake (2010) 9

10 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS The importance of long term brand building goals SOURCE : Binet & Field (2013) The Long and the Short of it – Balancing Short and Long-Term Marketing Strategies. Institute of Practioners of Advertising (UK) in association with Thinkbox, 10

11 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS A holistic view of advertising success Long term brand impact Short term sales activation 12 Standard industry measures are good at capturing the short-term sales impact of adverts – the ability to activate Measures around the ad’s ability to build the brand based on the primacy of affect 11

12 2 Remember ‘memory’

13 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Memories aid decision making Brand information associated with self-relevant, personal lifetime experiences. Results in hedonic brand choices over rational evaluations. Feeds into System 1 decisions. Autobiographical memory Brand knowledge about features and attributes with little connection to self-identity systems. Involves abstract information about the brand that leads to rational choices. Feeds into System 2 decisions. Semantic memory 13

14 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 14 Effective communications ease decision making by creating memories that embed the brand into meaningful, personally relevant contexts Long term goal of ad: embed the brand in the autobiographical memory. 1 2

15 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Information that gets embedded into long-term memory has to pass 3 gateways NOVELTY The difference between expectations and reality AFFECTIVE IMPACT The affective value of the information (does it personally connect) RELEVANCE Relevant to current goals SOURCE : Lisman & Grace (2005). The Hippocampal-VTA Loop: Controlling the Entry of Information into the Long-Term Memory. ‘To what extent, if at all, did this ad convey something better than you expected?’ ‘How vividly, if at all, does the ad you’ve just seen remind you about things you personally care about?’ ‘When you think about which is best for you, to what extent, did this ad contain something that is relevant to you?’ 14

16 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Two key questions Are we able to reflect the unconscious response to the ad? Do these questions ad an additional layer of understanding? 12 15

17 3 Neuroscience ‘stamp of approval’

18 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Research methodology EEG Twenty black female participants Partnered with HeadSpace Neuromarketing* Three mobile network adverts and three decoy ads (randomised) Quantitative survey Memory filter questions Traditional questions 17 *HeadSpace Neuromarketing is TNS’s partner in neuroscience research. We would like to thank them for their contribution to this research. :

19 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS EEG shows Vodacom being a better all-rounder 18

20 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Vodacom Affective Memory Potential Novelty + Affective + Relevance 44% Novelty + Affective 46% Novelty 54% CellC Affective Memory Potential Novelty + Affective + Relevance 6% Novelty + Affective 7% Novelty 13% MTN Affective Memory Potential Novelty + Affective + Relevance 31% Novelty + Affective 44% Novelty 50% Top 25%Below norm SAMPLE SIZE: n. 72 // CUSTOM FILTERS APPLIED: (Q3. Race is Black), and (Gender is Female) Memory filter questions reveal the same 19

21 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS There is a statistical model fit between the EEG findings and memory filter questions High Rating - Vodacom viewer baseline High Rating – Vodacom viewer Energy in the Alpha band decreases over the anterior regions. Your text 40% of the variance explained in survey measures are explained by the changes in alpha power over the frontal regions Statistical model fit 20

22 4 An additional layer of understanding

23 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Traditional survey findings 22

24 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Comparing open ended responses – traditional versus new Traditional ‘Tell me everything about ad’ New ‘What things that you care about does the ad bring about?’ 23

25 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS Summary To embrace neuroscience, the industry should... Fully nuanced, granulated view of the neurological effects. Tap into passive, non- survey measurement systems (e.g. EEG, fMRI) Develop survey measures that capture neuroscience truths Affective memory filters to access the brain’s autobiographical memory. Too much focus on sales activation; not enough focus on long term brand impact. Acknowledge limitations of traditional measures 24

26 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE © TNS 25


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