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Description
  • Actual empirical studies in marketing communications bring verified data to determine what makes an effective marketing communications. Until now, most tests of ads were relied only on what consumers say about it, but it can be (and often is) far from reality. The use of neuroscience in marketing communications brings expansion knowledge, new dimension to the findings. Analysis of brain waves is a sophisticated accessory that allows a detailed understanding of the actual responses to the various %22macro-elements' execution. It provides insight into consumer awareness. It measures the real reaction of the brain (positive and negative passion) when recipient is exposed ad execution.
  • Actual empirical studies in marketing communications bring verified data to determine what makes an effective marketing communications. Until now, most tests of ads were relied only on what consumers say about it, but it can be (and often is) far from reality. The use of neuroscience in marketing communications brings expansion knowledge, new dimension to the findings. Analysis of brain waves is a sophisticated accessory that allows a detailed understanding of the actual responses to the various %22macro-elements' execution. It provides insight into consumer awareness. It measures the real reaction of the brain (positive and negative passion) when recipient is exposed ad execution. (en)
Title
  • Neuroscience in Marketing Communications
  • Neuroscience in Marketing Communications (en)
skos:prefLabel
  • Neuroscience in Marketing Communications
  • Neuroscience in Marketing Communications (en)
skos:notation
  • RIV/70883521:28130/11:43866323!RIV13-MSM-28130___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • V
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
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http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 215694
http://linked.open...ai/riv/idVysledku
  • RIV/70883521:28130/11:43866323
http://linked.open...riv/jazykVysledku
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  • neuroscience, measuring brain waves, the cognitive component, an emotional component, the emotion in advertising. (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [B1CCFBE635F3]
http://linked.open...v/mistoKonaniAkce
  • Praha
http://linked.open...i/riv/mistoVydani
  • Praha
http://linked.open...i/riv/nazevZdroje
  • Marketing Communications / Modern education methods in teaching marketing communications in tertiary education
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Jurášková, Olga
  • Juříková, Martina
  • Kotyzová, Pavla
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
http://purl.org/ne...btex#hasPublisher
  • Vysoká škola finanční a správní
https://schema.org/isbn
  • 978-80-7408-055-5
http://localhost/t...ganizacniJednotka
  • 28130
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