D. fjeld -_neuroplanning_prague1

NeuroplanningMedia Brunch, Czech Publishers Association, Magazine SectionPrague, June 17th 2010

By Dag Inge FjeldStrategic director PHD Network, Norway

What is Neuroplanning?

functions

the brainhow

1:

physically

Neuroscience Partners - Dr Gemma Calvert and Dr Adrian Owen of Neurosense Ltd.

2:

information

processand

store

how we

Cognitive Psychology Partners - Wendy Gordon & Dr Giep Franzen / Margot Bouwman

metricsmedia

3:

neuroplanning

seasonal advertisements

October 11th

Did you purchase your Christmas gifts in February?In June?

Emotions and metaphorsSensory input

ContrastsRelevance

Christmas plays out differently in various media channels

“We are not thinking machines that feel, we are feeling machines that think"

ContentReinforced by the context

an engram

Protective father

Family

In touch

The Big Telecom

activate

Protective father

Family

In touch

FreeFamily offer

neuroplanning

five

questionskey

Is the target emotionally warm, neutral or cool?”

“What is the perceived interest level in the message?

“Is the objective immediate or long term?”

“Is the message implicit or explicit?”

“Do you want to change, reinforce or introduce associations to the brand?”

neuroplanning

Your brand is well regarded and the brand engram is full of positive, desirable associations. Job of communication is reinforcement.

Strengthen

Breakthrough

___

_____ _______

"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.

StrengthenBreakthroughDisruptConnectSubinfluenceActivate

Six neuroplanning communication models

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