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Different Brains, Different Approach: Successful neuro advertising for both genders: male and female de Huub van Osch

Different Brains, Different Approach: Successful neuro advertising for both genders: male and female

Autor Huub van Osch
en Limba Engleză Paperback – 11 oct 2016
This book describes neurological differences between the male and female brain, and the effect of advertising. It describes how men and women think, the origin of their emotions, and why they make certain decisions. With this knowledge, the creatives and marketers of a brand can create more effective communication.
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Specificații

ISBN-13: 9789063694357
ISBN-10: 9063694350
Pagini: 192
Ilustrații: Color illustrations throughout
Dimensiuni: 212 x 210 x 16 mm
Greutate: 0.54 kg
Editura: Bis Publishers
Colecția BIS Publishers

Notă biografică

Huub van Osch MBM (Netherlands), creative director, strategist and owner of two advertising agencies: vOSCH The Brand Guide and the Amsterdam based agency Blahblahism. Both specialised in neuro advertising. Huub graduated Cum Laude at the Erasmus University with his thesis about neuro conative processes by male and female. That made him the pioneer of neuroscience in the marketing communication industry.

- 2004 - 2009 Nyenrode Business University. Six certificates of the annual Pragma Management Cycles.
- 2002 – 2006 Erasmus University Rotterdam. Master of Brand Management MBM
- 1990 – 1991 University of Applied Science Utrecht (HKU). Faculty Art Direction. Master Art Direction.

Textul de pe ultima copertă


Finally, a book that describes the neurological differences between the male and female brain and their implementation in advertising ! It describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humour in ads works for men, and why women make better decisions. 80% of all purchases worldwide are made or infl uenced by women.
Why is advertising so often aimed at men ? Find the answer to the lifelong question about the differences in male and female purchase motivation and learn to implement this in advertising. Learn about the do's and don'ts of effective communication towards both men and women.
The book is written from a scientific perspective, but thanks to plenty of excellent examples and helpful tips, it's useful for advertising campaigns and can be easily implemented. In short, it is a must-have for all marketers, strategists, creatives, students or anyone who works with brands. It will help expand the knowledge of marketers and strategists and will help creatives in developing more effective ad campaigns.

Descriere

The first scientific but easy useable guide for successful neuro advertising towards men and women.