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« The Quaternary Marketing » The 2nd and the 3rd Marketing Revolutions: Darwinian Revolution and Neuroscientist Age ! Bruno TEBOUL Paris, 29th may 2012
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laquo The Quaternary Marketing raquo The 2nd and the 3rd Marketing Revolutions
Darwinian Revolution and Neuroscientist Age
Bruno TEBOUL
Paris 29th may 2012
The author Bruno Teboul
Corporate Digital Marketing Director
(The european leader in ICT)
Master of Epistemology
(1993 - University of Paris 12)
Post Graduate Diploma in Cognitive Neurosciences
(1994 - Ecole Polytechnique)
Executive MBA
(2003 - HECUCLA)
PhD student in Marketing amp Management Science
(2012 University Paris-Dauphine)
Bruno Teboul
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that the Darwinian revolution imposed
by the digital and scientific break with the advent
of NBICs is primarily concerned with the species
most resistant to change and before the onslaught
of digital yet have no other choice but to adapt or
die hellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt this endangered species is the last survivor of
traditional marketing they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web mobile ) and that their purpose is
inevitablehellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The author Bruno Teboul
Corporate Digital Marketing Director
(The european leader in ICT)
Master of Epistemology
(1993 - University of Paris 12)
Post Graduate Diploma in Cognitive Neurosciences
(1994 - Ecole Polytechnique)
Executive MBA
(2003 - HECUCLA)
PhD student in Marketing amp Management Science
(2012 University Paris-Dauphine)
Bruno Teboul
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that the Darwinian revolution imposed
by the digital and scientific break with the advent
of NBICs is primarily concerned with the species
most resistant to change and before the onslaught
of digital yet have no other choice but to adapt or
die hellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt this endangered species is the last survivor of
traditional marketing they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web mobile ) and that their purpose is
inevitablehellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that the Darwinian revolution imposed
by the digital and scientific break with the advent
of NBICs is primarily concerned with the species
most resistant to change and before the onslaught
of digital yet have no other choice but to adapt or
die hellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt this endangered species is the last survivor of
traditional marketing they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web mobile ) and that their purpose is
inevitablehellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that the Darwinian revolution imposed
by the digital and scientific break with the advent
of NBICs is primarily concerned with the species
most resistant to change and before the onslaught
of digital yet have no other choice but to adapt or
die hellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt this endangered species is the last survivor of
traditional marketing they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web mobile ) and that their purpose is
inevitablehellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt this endangered species is the last survivor of
traditional marketing they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web mobile ) and that their purpose is
inevitablehellip
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
Geoffrey Miller a psychologist in evolution at the University of
New Mexico believes that evolution is really beginning to
accelerate He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society
Traits such as intelligence or social success will be decisive in
these choices because they are evidence of the ability to
feed and raise any offspring It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment
The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners Darwin therefore thought that
the evolution of human intelligence would lead to more of it
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies
Indeed the choice is no longer limited to the partner but also
directly to the characteristics of embryos which can only
favor the transmission of ldquofavoriterdquo characters
ldquoIt is not the strongest of the species that survives nor the
most intelligent that survives It is the one that is the most
adaptable to changerdquo said Charles Darwinhellip
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
The darwinian revolutionhellip
laquo The Darwinian Paradox raquo
The huge development of digital world leads to a DNA
Revolution Marketing
For the first time the virtual and the artificial
accelerate natural selection
Complexity and darwinian approaches versus
Homeostatis Theory
Bruno Teboul
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
The darwinian revolutionhellip
Brian Solis
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 2nd marketing revolution
the Darwinian Revolution
Bruno Teboul
We believe that digital Darwinism introduced by Brian Solis
has the effect to propel humans to adapt to change Indeed
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism the singularity
is an idea attributed to John Von Neumann a brilliant
American scientist from the 1950s who originated early work
in Artificial Intelligence
The concept of technological singularity presupposes that
there is an accelerated fast track in technology and
humanity if we represent a curve by this progress it
approaches a kind of vertical tangent As we move this
technology thanks to NBICs technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Read Montague
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
In a study made by the group of Read Montague published in 2004 in Neuron 67 people had their brains scanned while being given the ldquoPepsi Challenge a blind taste test of Coca-Cola and Pepsi The results demonstrated that Pepsi should have half the market share but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand
Bruno Teboul
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
Patrick Renvoiseacute in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain the brain reptilian being the seat of our
decisions (as consumers)
Patrick Renvoiseacute spent 10 years in international sales
of large computer systems Exploiting his expertise in
computer engineering his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing
Patrick Renvoiseacute created SalesBrain the only
company offering research coaching and training in
neuromarketing In 2004 SalesBrain was nominated
to receive the award The next big thing in marketing
by the American Marketing Association
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
In 2009 it was the turn of Martin Lindstrom to ldquothrow
a cat among the pigeonsrdquo in traditional marketing
by publishing a famous book ldquobuyologyrdquo a world
referenced in marketing and based on the largest
neuromarketing study conducted United States
Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of buyology Full of
Intriguing stories on how the brain brands and
emotions drive consumer choice
Martin Lindstroms brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic Largely unconscious
forces That shape our decision-making One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative Indeed Kotler considers the consumer as
an agent endowed with reason and conscience able to
make rational choices that he understands and explains
In Kotlerrsquos book there is nothing we know on the
advances of neuroscience as there is no true mention of
it
Neuromarketing is also fighting another way of
traditional marketing the means of speech and language
situations in consumer tests For example we now know
that our arguments are not always rational neither are
our discourses so verbalization is always a possible
bias in interpreting the results of a customer survey or
focus groups based on the declarative
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuropsychologic Agehellip
The Phineas Gage case
study
Gages case therefore had
confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact
Today the role of the frontal
cortex in social cognition
and executive function is
relatively well establishedhellip
Antonio Damasio
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Roger Dooley
laquo hellipOr even most semi-aware humans that people
often make decisions based more on emotion than on
rational processing of information
Oddly for decades economists ignored this apparent
truthhellip In recent years neuroscience has entered the
fray with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making raquo (Roger Dooley 2012)
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine In this case the use of fMRI in
2006 which will be published in Science
We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience
Department of Psychology University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making
When the neurobiology proves the work of experimental psychology
Bruno Teboul
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
laquo Human choices are remarkably susceptible to the manner in which options are presented This so-called ldquoframing effectrdquo represents a striking violation of standard economic accounts of human rationality although its underlying neurobiology is not understood We found that the framing effect was specifically associated with amygdala activity suggesting a key role for an emotional system in mediating decision biases Moreover across individuals orbital and medial prefrontal cortex activity predicted a reduced susceptibility to the framing effect This finding highlights the importance of incorporating emotional processes within models of human choice and suggests how the brain may modulate the effect of these biasing influences to approximate rationality raquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
laquo A central tenet of rational decision-making is
logical consistency across decisions regardless of
the manner in which available choices are presented
However the proposition that human decisions are
ldquodescription-invariantrdquo is challenged by a wealth of
empirical data Kahneman and Tversky originally
described this deviation from rational decision-
making which they termed the ldquoframing effectrdquo as a
key aspect of prospect theory raquohellip In our study
activation of the amygdala was driven by the
combination of a subjectrsquos decision and the frame in
which it took place rather than by the valence of the
frame per seraquo
Frames Biases and Rational Decision-Making in the Human Brain SCIENCE 4 August 2006 Benedetto De Martino Dharshan Kumaran Ben Seymour and Raymond J Dolan
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable until the display (Ads)
itself be converted to performance And this is the
inverse movement to what we have witnessed in
the last three years and that we will continue to
witness until 2015 the display (Ads) is growing
faster than the search (SEM)
Thus in the US market between 2011 and 2012
the Display increased 245 ($ 123 billion) against
198 for Search ($ 1438 billion) The French
market is experiencing a similar trend 14 for the
Display and 11 for the search
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo Big Ad Campaigns
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
We have reached a advertising saturation these
last two years due to its height and its unfortunate
climax during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising exposure repetition and thus
strengthen brand equity
Meanwhile we are exposed to two million TV ads
in our lives Its like watching 8 hours of
advertisements per day every week for 6 years
We can not remember everything So to survive
the BIG ADS phenomenon we must make
selections And we now know that the reptilian
brain makes the choice for ushellip
laquo BIG ADS raquo
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising
This symptom again serves advertising agencies
and major advertisers ill-advised large groups
continue to apply the laquo proterian recipe raquo of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name communicative tsunami BIG
ADS
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness to build and run a laquo love
brand raquo
It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet the best
most effective frugal and profitable media strategy (as
effective as TV in UK to date)
10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile)
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline the claim the customer gain the
value proposition in order to address a right message to
the brain of the consumers their emotions their
subconscious their reptilian brain are more sensitive to
images than they are to words or texts
This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
The 3rd marketing revolution
Neuroscientist Agehellip
laquo BIG ADS raquo
Bruno Teboul
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
A new study published in Psychological Science brings us
closer to that point scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity They also asked subjects about the commercials
and whether the ads were likely to change their behavior
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population while the self-reports didnrsquot
fMRI Predicts Ad Campaign Performance
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline
The 3rd marketing revolution
Neuroscientist Agehellip
Bruno Teboul
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating Posting views on Facebook and other social media sites delivers to the brain a powerful reward similar to the pleasure derived from food and sex a Harvard study has concludedThe study led by two neuroscientists and published this week concluded that self-disclosure produces a response in the region of the brain associated with dopamine a chemical associated with pleasure or the anticipation of a rewardThe researchers said that most people devote 30 to 40 percent of their speech to informing others of their own subjective experiences but that on social media this is closer to 80 percentThey conclude that humans so willingly self-disclose because doing so represents an event with intrinsic value in the same way as with primary rewards such as food and sex raquoAlthough Facebook was not specifically cited in the study it focused on the brain response of peoples opportunities to communicate their thoughts and feelings to others raquo
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
Bragging about Yourself on Social Networking Sites Can Be as Rewarding as Sex and Eating To the extent that humans are motivated to propagate the products of their minds opportunities to disclose ones thoughts should be experienced as a powerful form of subjective reward wrote Diana Tamir and Jason Mitchell of Harvards Social Cognitive and Affective Neuroscience Lab The research published in the May 7 edition of the Proceedings of the National Academy of Sciences said that the study supported the notion that humans like some other primates would give up some rewards because of a powerful brain response The study gave people a small cash reward for answering
