Inside the brains of your consumers: How are they really engaging with advertising?
Auckland event: Wednesday 4th September, Crowne Plaza 7-9am. RSVP (via Marketing Association)
Christchurch: Thursday 5th September, Atrium in the Park, 455 Hagley Avenue, 12 Midday-2pm RSVP (via Marketing Association)
Wellington: Friday 6th September, Te Papa Icon room, 8-10am RSVP (via Marketing Association)
Session description:
News Works NZ has used neuroscience to take a journey inside the brains of consumers while they engage with advertising in different media. We have looked at how people respond to different channels, and merged this with similar work from News Works UK. This research allows us to understand the roles of news media (print and digital), television, and social media. We look at the strengths of each media, the cumulative effects of a mixed channel strategy, and how to optimise for brand building vs. call to action.
What you’ll learn from attending:
- How consumers really engage with advertising in different media – using validated, predictive neuroscience techniques.
- The role of each channel – and how they can be optimised to work together.
- How to make the most of your marketing mix.
Speakers
Richard Silberstein holds the title of Professor Emeritus at Swinburne University of Technology where he served as Head of the Department of Physics and subsequently, founding director of the Brain Sciences Institute. He is the founder and chairman of Neuro-Insight Pty, a consumer neuroscience company operating in Melbourne, London and New York. Richard holds a Ph.D. in neuroscience from the University of Melbourne and a BSc (Hon) majoring in physics from Monash University. He has over 40 years of neuroscience research experience and is the originator of the Steady State Topography (SST) brain imaging methodology. He has authored and co-authored numerous publications in various areas of cognitive and clinical neuroscience as well as consumer neuroscience.
Jacqueline Farman has almost 30 years in marketing, insights, governance and leadership. Founding partner at The Purpose Business and previously CEO at Colmar Brunton, Executive Director at Colmar Brunton/Millward Brown, Director at Hammer Hardware, Board Chair at The Sustainable Business Network, Director at CCAL and Services Marketing - Senior Consultant - Reg Price & Associates - Auditing Group.
Denise Turner is the Insight Director at Newsworks UK. Denise has worked in communications research for almost 30 years and loves the fact she gets to ask why for a living. After many years in full-service and media agencies, she joined Newsworks in April 2015. She has delivered several award-winning projects as part of her role overseeing the insight programme at the marketing body for national newsbrands. She has authored several books and reports on communications effectiveness and regularly presents on conference platforms. In 2009 she was elected a Fellow of the UK’s agency body, the IPA, in recognition of her services to the advertising industry.