NEUROSCIEN

CE
IN
ADVERSITIME
NT By :-
Presented
1

Vaishnav Dutt
 Global Advertising Spendings
2

This graph depicts the global

advertising spending in 2015 and 2016
and a forecast until 2020. In 2018, ad
expenditure worldwide is expected to
exceed 642.68 billion U.S. dollars. The
source projected it would further grow
to 724.1 billion by 2020. Television is the
largest ad medium worldwide. In 2016,
it accounted to 35.5 percent of the ad
spend.

• 500(60’s-70’s) – 5000 Ads today.

• Not optimized, As a result
• Confused
• Not Convinced

Source :- https://www.statista.com/statistics/273288/advertising-spending-
worldwide/
 Advertising Using Neuroscience
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Neuroscience studies the nervous system and the brain, including how the
brain reacts to certain stimuli and the corresponding effect on behavior and
learning. Since the goal of advertising is to influence consumer behavior,
knowing more about how the brain reacts to your ad creative can help you
design the most effective campaigns.

• Identify the emotional response most likely to lead to higher conversion

rates
• Measure the emotional response from specific ad creatives in order to
predict how well they will perform
• Develop neuroscience advertising materials that trigger the desired
emotional response and connect with the target audience at a deeper
level
• Make it easier to communicate abstract or “high level” concepts on an
implicit level
• Increase ad creative performance and the return on investment of all
advertising campaigns
 HUMAN BRAIN And BUY BUTTON!
4

• Oldest part of the brain plays a key role in decision

making.
• Can be understood as Conscious and Unconscious
Mind.
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HOW WILL YOU GAIN ACCESS TO THE REPTILLIAN BRAIN

THE NEUROMAP
 6 STIMULS
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SELF-CENTERED CONTRAST TANGIBLE

THE REPTILIAN BRAIN Before/after, Reptilian brane
IS SELF CENTERED, with/without, barely
IT’S ALL ABOUT ME! slow/fast all allow understand
“YOU” the Reptilian words, It Looks
Brain to decide for Familiar and
friendly.
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VISUAL BEGINNING & END EMOTION
visual processing The ‘Reptilian Brain’ The ‘Reptilian Brain’
enters the ‘Reptilian forgets most is strongly triggered
Brain’ first which can everything in the by emotions.
lead to very fast middle. ‘emotional cocktails
and effective 'directly impact the
connection to the way we memorize
true decision-maker and act.

Placing the most

important content at
the beginning is a
must, and repeating
it at the end an
imperative. Keep in
mind that anything
you say in the
middle of your
delivery will be
mostly overlooked.
 TOOLS AND TECHNIQUES
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ASSOCIATED ACTIVATION
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Facial coding

Facial expressions are analyzed to learn more about certain responses to a product
or advertisement, including frustration, happiness, and more.
 EEG (Electroencephalography)
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Measures
• Electrical activity generated by the synchronized activity of thousands of
neurons (in voltage)
• provides excellent time resolution, allowing you to analyze which brain areas
are active at a certain time – even at sub-second timescales
 EYE TRACKING
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Small cameras can track eye movement and focus, helping researchers
understand which parts of an advertisement are most visually appealing to test
subjects.
 Galvanic skin response and
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electrodermal activity

measures sweat gland excretions associated with physiological arousal, and

electrodermal activity which is associated with high or low levels of excitement and
engagement.
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THANK YOU!