@article{1451868,
      recid = {1451868},
      author = {Schwarz, Elke.},
      title = {Neuro-advertising : brain-friendly advertising for more  success in your market /},
      publisher = {Springer Gabler,},
      address = {Wiesbaden :},
      pages = {1 online resource},
      year = {2022},
      abstract = {When does advertising work and how can the effect best be  determined in advance? The Subconscious Decision Marketing  Index (SDMI) provides answers to this question. This novel  measurement and analysis tool for assessing the  subconscious impact of advertising captures the relevant  processes in the subconscious of customers when making  purchase decisions on the basis of neuroscience. This book  demonstrates how the SDMI can be used in practice to  identify brain regions, emotions, and body responses that  are addressed by advertising, while measuring how  advertising promotes or inhibits sales. This provides  marketers and creative professionals in advertising  agencies with metrics and clarity in areas that previously  could only be partially measured, if at all. The result is  easily comparable indices from which concrete  recommendations for action can be derived. A practical,  profitable book for anyone who wants to use their marketing  spend effectively and make a sound case for it! The content  Emotion Index: Which emotions sell? What emotions does  advertising trigger? Benefit Index: To what extent does the  advertising convince with brain-appropriate benefits?  Memory index: How high is the actual memory value? Hormone  index: Which hormonal reactions are triggered and how do  they influence the buying process of customers? Impulse  Index: How well does advertising use impulse opportunities?  How well do they work? The author Elke Schwarz is the  managing director of the Institute for Sales and Marketing  Excellence and developer of the SDMI. She lectures on the  subject of the unconscious effectiveness of advertising and  advises companies as well as advertising agencies. This  book is a translation of an original German edition. The  translation was done with the help of artificial  intelligence (machine translation by the service  DeepL.com). A subsequent human revision was done primarily  in terms of content, so that the book will read  stylistically differently from a conventional translation.},
      url = {http://library.usi.edu/record/1451868},
      doi = {https://doi.org/10.1007/978-3-658-38633-7},
}