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Neuroplanning helps optimise media channels
Includes video content
Recommended by Warc editors
David Wilding, Admap, January 2010, pp. 22-23
Planners at PHD have developed a proprietary planning tool called Neuroplanning, to understand influence, rather than reach, by examining how the brain responds to different media stimuli, to see if advertising is likely to affect the desired response.
Planners at PHD have developed a proprietary planning tool called Neuroplanning, to understand influence, rather than reach, by examining how the brain responds to different media stimuli, to see if advertising is likely to affect the desired response. The output is a usable and open interactive planning framework that sits on planners' desks across all markets. Five key variables, such as existing perceptions of a brand, level of interest in a category and desired response, are entered into the system. The output is a recommendation of which of six communication models is most relevant. The six models are: Strengthen; Breakthrough; Disrupt; Connect; Subinfluence; and Activate. For example, the Strengthen model would suit a brand such as Andrex, that has relatively good associations and wants to reinforce them.
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