Intro
Contents
About the Author
Introduction
1: The Subconscious Decision Marketing Index© (SDMI)
1.1 What Are the Benefits of the SDMI for Companies?
1.2 What Are the Advantages of the SDMI for Advertising Agencies?
1.3 How Is the SDMI Determined?
1.3.1 Step 1: Breakdown of Advertising into Its Levels
1.3.2 Step 2: Structured Analysis and Evaluation
1.3.3 Step 3: Calculation of Results
1.3.4 Target Group-Specific Assessment and More
1.4 Comparison of Advertising Effectiveness Measurements
1.4.1 fMRI
1.4.2 Surveys

1.4.3 Other Advertising Impact Measurements and Analyses
References
2: Central Brain Functions and Their Significance for Advertising
2.1 Can Advertising Influence Purchase Decisions by Triggering Brain Activity?
2.2 Brain Regions in Detail
2.2.1 Amygdala
2.2.2 Hypothalamus
2.2.3 Hippocampus
2.2.4 Insula
2.2.5 Cortex
2.2.6 Nucleus Accumbens
2.2.7 Thalamus
2.2.8 Ventral Striatum
References
3: Emotion Index: When Do Emotions Trigger Buying Impulses?
3.1 Gut Feeling or Emotional Conditioning
3.2 How Is the Emotion Index Calculated?

3.3 Master Model of Emotions
3.3.1 Emotion: Value
3.3.2 Emotion: Master
3.3.3 Emotion: Reduced Value
3.3.4 Emotion: Powerlessness
3.4 Emotional Evaluation of Texts
3.5 Emotional Evaluation of Acoustic Signals
3.5.1 Noises
3.5.2 Music
3.6 Emotional Evaluation of Visuals and the Importance of Colors
3.6.1 Colors: How They Support Brands and What They Say
3.6.2 What Else Can Colors Do? How Do They Influence Decisions?
3.6.3 What Must Be Considered When Choosing a Color?
3.7 Emotional Evaluation of Selected Phases of the Customer Journey

3.7.1 The Transition from the Advertising World to the Interactive Online World
3.7.2 The Transition from the Real to the Online World
3.7.3 The Transition from Individual to Customer Number
3.7.4 Online Advertising: The Groundhog Says Hello Everyday
References
4: Benefit Index: When Are Benefits Convincing?
4.1 The Influence of the Unconscious and Conscious Relevant Set
4.1.1 Embodiment
4.1.2 The Explicit and Implicit Motive System of Customers
4.1.3 BMW Versus Audi: Comparison of the Corporate Claims
4.2 Implicit Benefit Index (IBI)

4.2.1 Category 1: Negative Emotionalization - Degree of Purchase Motivation Very Low
4.2.2 Category 2: Facts, Figures, Data - Degree of Purchase Motivation Low
4.2.3 Category 3: General Characteristics and Benefits - Degree of Purchase Motivation Medium
4.2.4 Category 4: Customer-Centric and Emotional Benefits - Degree of Purchase Motivation High
4.3 Neural and Psychological Effects of Prices
4.3.1 Cheap or Good Value?
4.3.2 The Reward Mechanism of High Prices
4.3.3 How Emotional Stories Determine Prices
4.4 Other Benefits
4.4.1 Brand as a Benefit