http://de.wikipedia.org/wiki/Hebbsche_Lernregel
what fires togehter wires togehter
Montag, 18. April 2011
Mittwoch, 6. April 2011
Montag, 4. April 2011
online werbung wirkung implizites
- Implizite Werbewirkung von Display Ads (BVDW Studie)
- ADquality model
bin ich am Wochenende auf ganz interessante Literatur gestossen.
Anbei eine Studie von comScore die sich ähnlicher Ansätze wie die BVDW Studie bedient und verschiedene Werbestrathegien miteinander vergleicht.
Ausserdem attached ein Artikel von Bruce Hall der ein (Neuro) Werbewirkungsmodell vorschlägt.
Liegen auch unter Z:\Literature_Research\Advertisement\Articles
Falls ihr den nicht ganz lesen wollt, unten meine Notes.
Lgs,
Andreas
----****----
Model:
Perception - Experience - Memory
Advertising works in three interlocked stages:
*1. Perception*
==============
Purpose:
Framing the Perception of the product (by pre-experience exposure)
- Set expectation for the brand, frame of reference
- creates anticipation
- provide a rationale for the anticipation. objective reason to buy (optional)
Advertising tells people how to perceive a brand, not just why to buy
it. Without that framing, they may literally never be aware the brand exists, even if they
encounter it directly.
*2. Experience*
==============
Purpose:
Enhancing Experience
Advertising has been shown experimentally to enhance sensory experience both when exposed to the
consumer before the experience, and in retrospect, when exposed afterward
*3. Memory*
==========
Purpose:
Organizing Memory (by Post-experience Exposure)
The ad provides rational reasons to believe that the experience was a good one. Post-experience Exposure heps the brains "Interpreter" with post rationalising the experience.
In the process of viewing post-experience advertising, a new memory is created, and when the respondent returns to the
experience, it is framed by a new perception that corresponds to the new memory.
Ausserdem ist das Konzept des Interpreters sehr interessant:
=== *The interpreter* ===
[..]
Another key development that has relevance for this model of advertising is the new
functional map of the brain that has been emerging in the mind sciences over the past
decade and a half. [..]
Among the many important elements of this new view, one of the most significant for advertising is the concept of “the interpreter”. Gazzaniga identifies the interpreter as an element of the left cortex of the brain that reacts to the emotions, messages, and impulses that the brain generates. It tries to make sense of, or interpret, these emotions, in an apparently logical way.
The relevance of the interpreter to understanding how advertising works in the consumer’s mind is in this rationalization function. “The interpreter is...really trying to
keep our personal story together. [..]
We need something that expands the actual facts of our experience into an ongoing narrative, the self-image we have been building in our mind for years.” (Gazzaniga 1998,p.26)
This is of the greatest importance for understanding the advertising process. We rely heavily on what consumers themselves tell us when we try to unravel the effects of marketing communications. If what “they” are telling us is in fact a story that the interpreter has put together to make sense of a series of complex and “irrational” emotions and impulses, we need to treat that information appropriately in making business decisions.
----****----
- ADquality model
bin ich am Wochenende auf ganz interessante Literatur gestossen.
Anbei eine Studie von comScore die sich ähnlicher Ansätze wie die BVDW Studie bedient und verschiedene Werbestrathegien miteinander vergleicht.
Ausserdem attached ein Artikel von Bruce Hall der ein (Neuro) Werbewirkungsmodell vorschlägt.
Liegen auch unter Z:\Literature_Research\Advertisement\Articles
Falls ihr den nicht ganz lesen wollt, unten meine Notes.
Lgs,
Andreas
----****----
Model:
Perception - Experience - Memory
Advertising works in three interlocked stages:
*1. Perception*
==============
Purpose:
Framing the Perception of the product (by pre-experience exposure)
- Set expectation for the brand, frame of reference
- creates anticipation
- provide a rationale for the anticipation. objective reason to buy (optional)
Advertising tells people how to perceive a brand, not just why to buy
it. Without that framing, they may literally never be aware the brand exists, even if they
encounter it directly.
*2. Experience*
==============
Purpose:
Enhancing Experience
Advertising has been shown experimentally to enhance sensory experience both when exposed to the
consumer before the experience, and in retrospect, when exposed afterward
*3. Memory*
==========
Purpose:
Organizing Memory (by Post-experience Exposure)
The ad provides rational reasons to believe that the experience was a good one. Post-experience Exposure heps the brains "Interpreter" with post rationalising the experience.
In the process of viewing post-experience advertising, a new memory is created, and when the respondent returns to the
experience, it is framed by a new perception that corresponds to the new memory.
Ausserdem ist das Konzept des Interpreters sehr interessant:
=== *The interpreter* ===
[..]
Another key development that has relevance for this model of advertising is the new
functional map of the brain that has been emerging in the mind sciences over the past
decade and a half. [..]
Among the many important elements of this new view, one of the most significant for advertising is the concept of “the interpreter”. Gazzaniga identifies the interpreter as an element of the left cortex of the brain that reacts to the emotions, messages, and impulses that the brain generates. It tries to make sense of, or interpret, these emotions, in an apparently logical way.
The relevance of the interpreter to understanding how advertising works in the consumer’s mind is in this rationalization function. “The interpreter is...really trying to
keep our personal story together. [..]
We need something that expands the actual facts of our experience into an ongoing narrative, the self-image we have been building in our mind for years.” (Gazzaniga 1998,p.26)
This is of the greatest importance for understanding the advertising process. We rely heavily on what consumers themselves tell us when we try to unravel the effects of marketing communications. If what “they” are telling us is in fact a story that the interpreter has put together to make sense of a series of complex and “irrational” emotions and impulses, we need to treat that information appropriately in making business decisions.
----****----
1. Neuro indicators. (Physiological (unconscious) dimensions)
2. Tracking approaches
Die beiden Listen könnten wir erstmal unabhängig voneinander entwickeln:
Neuro indicators
================
- Engagement (Interest / Involvement)
- Excitement
- Memory encoding
- Memory retention
- Emotional Valence: ‘Approach’ and ‘Withdraw’ (Pleasure / Displeasure)
- Emotional Intensity or arousal
- Frustration
- Cognitive Processing
Derived indicators:
- Awareness (attention, emotional engagement)
- Persuasion - or purchase intention
- Novelty newness, standout, popout
Tracking approaches
===================
EEG - eMotive
EEG - Neurosky
EEG - B-Alert
GSR
Facial Tracking - Activia
EMG
..
2. Tracking approaches
Die beiden Listen könnten wir erstmal unabhängig voneinander entwickeln:
Neuro indicators
================
- Engagement (Interest / Involvement)
- Excitement
- Memory encoding
- Memory retention
- Emotional Valence: ‘Approach’ and ‘Withdraw’ (Pleasure / Displeasure)
- Emotional Intensity or arousal
- Frustration
- Cognitive Processing
Derived indicators:
- Awareness (attention, emotional engagement)
- Persuasion - or purchase intention
- Novelty newness, standout, popout
Tracking approaches
===================
EEG - eMotive
EEG - Neurosky
EEG - B-Alert
GSR
Facial Tracking - Activia
EMG
..
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