The relevance of using neuromarketing tools in testing commercials of regional companies
| Autor: | K.A. Nefedova, M.V. Krasnova |
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| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Regional Economics: Theory and Practice. 18:1197-1212 |
| ISSN: | 2311-8733 2073-1477 |
| DOI: | 10.24891/re.18.6.1197 |
| Popis: | Subject. This article discusses the marketing communication tools based on the application of neuromarketing technology that help brands create products that meet the needs of customers as much as possible. Objectives. The article aims to define consumers' perception of dynamic advertising information content in the food category. Methods. For the study, we used a comparative analysis, synthesis, dialectical methods, as well as a systems approach to data assessment, and marketing questionnaires. Results. The article describes the basic methods and technologies used in neuromarketing, which help evaluate such unconscious reactions as a level of attention and emotional investment, activation of memory. The article also presents the results of an empirical study of respondents' perception of nowaday commercials. Conclusions. The use of traditional marketing methods does not always yield the expected results. The use of neuromarketing tools has certain prospects in measuring the conscious and unconscious response of consumers during the product development and promotion phases. |
| Databáze: | OpenAIRE |
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