d. fjeld -_neuroplanning_prague1
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NeuroplanningMedia Brunch, Czech Publishers Association, Magazine SectionPrague, June 17th 2010
By Dag Inge FjeldStrategic director PHD Network, Norway
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What is Neuroplanning?
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functions
the brainhow
1:
physically
Neuroscience Partners - Dr Gemma Calvert and Dr Adrian Owen of Neurosense Ltd.
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2:
information
processand
store
how we
Cognitive Psychology Partners - Wendy Gordon & Dr Giep Franzen / Margot Bouwman
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metricsmedia
3:
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neuroplanning
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seasonal advertisements
October 11th
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Did you purchase your Christmas gifts in February?In June?
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Emotions and metaphorsSensory input
ContrastsRelevance
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Christmas plays out differently in various media channels
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“We are not thinking machines that feel, we are feeling machines that think"
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ContentReinforced by the context
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an engram
Protective father
Family
In touch
The Big Telecom
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activate
Protective father
Family
In touch
FreeFamily offer
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neuroplanning
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five
questionskey
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Is the target emotionally warm, neutral or cool?”
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“What is the perceived interest level in the message?
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“Is the objective immediate or long term?”
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“Is the message implicit or explicit?”
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“Do you want to change, reinforce or introduce associations to the brand?”
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neuroplanning
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Your brand is well regarded and the brand engram is full of positive, desirable associations. Job of communication is reinforcement.
Strengthen
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Breakthrough
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___
_____ _______
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"You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen."- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB
Needham Worldwide.
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StrengthenBreakthroughDisruptConnectSubinfluenceActivate
Six neuroplanning communication models
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Don’t start with an adStart with the enabling experienceBuild the communications plan around the experienceCreate content through the experienceLeverage the content
Content and neuroplanning