the first 3 chapters (that are very conceptual) delineate what is neuromarketing and its use 'at the expense' of traditional marketing, that is now considered tendentially 'obsolete'. The focus of my thesis is to show that advertising and marketing nowadays can not ignore the new techniques of this discipline, but they should at least go hand in hand. To demonstrate this (in addition to a 'conceptual analysis in the third chapter of the undeniable advantages of neuromarketing) in the 4th chapter I will focus on some case studies (multimedia content and existing advertising); Starting by them, following the administration of a questionnaire to a sample, the aim is to demonstrate that some promotional content is effective because it is based on rules, maxima and multimedia principles derived from neuromarketing studies; and therefore it can have a better impact on the consumer and can remain impressed, hit and be stored more by the recipient than other content. In the questionnaire I propose examples of multimedia content of known brands to try to understand if they are actually functional and why.
i primi 3 capitoli (molto concettuali) delineano cos'è il neuromarketing e il sempre maggior utilizzo dello stesso 'a discapito' del marketing tradizionale ormai considerato tendenzialmente 'obsoleto'. Il focus della mia tesi è quello di dimostrare che la pubblicità e il marketing al giorno d' oggi non possono ignorare o prescindere dalle nuove tecniche di questa disciplina, ma dovrebbero andare per lo meno di pari passo. Per dimostrare questo (oltre ad un' analisi concettuale nel terzo capitolo dei vantaggi inconfutabili del neuromarketing) nel 4 capitolo mi soffermo su alcuni casi di studio (contenuti multimediali e pubblicità esistenti); a partire da questi, a seguito della somministrazione di un questionario ad un campione, lo scopo è dimostrare che alcuni contenuti promozionali sono efficaci poiché poggiano su regole, massime e principi multimediali derivanti da studi di neuromarketing; e perciò hanno un impatto migliore sul consumatore e possono rimanere impressi, colpire ed essere memorizzati maggiormente dal destinatario rispetto ad altri contenuti. Nel questionario propongo esempi di contenuti multimediali di brand conosciuti per cercare di capire se effettivamente sono funzionali e perché.
Neuromarketing, dentro la mente del consumatore
SALVAGNIN, ERICA
2022/2023
Abstract
the first 3 chapters (that are very conceptual) delineate what is neuromarketing and its use 'at the expense' of traditional marketing, that is now considered tendentially 'obsolete'. The focus of my thesis is to show that advertising and marketing nowadays can not ignore the new techniques of this discipline, but they should at least go hand in hand. To demonstrate this (in addition to a 'conceptual analysis in the third chapter of the undeniable advantages of neuromarketing) in the 4th chapter I will focus on some case studies (multimedia content and existing advertising); Starting by them, following the administration of a questionnaire to a sample, the aim is to demonstrate that some promotional content is effective because it is based on rules, maxima and multimedia principles derived from neuromarketing studies; and therefore it can have a better impact on the consumer and can remain impressed, hit and be stored more by the recipient than other content. In the questionnaire I propose examples of multimedia content of known brands to try to understand if they are actually functional and why.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/49461