shazia ginai - donuts...+44 (0) 7960 720121 | [email protected] title powerpoint...
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SHAZIA GINAI
CEO - Neuro-Insight
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Shazia Ginai, CEO Neuro-Insight
Attention and the brain
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WE ARE OPERATING IN A MULTI MEDIA WORLD
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WHAT IS ATTENTION
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SOMETIMES CREATIVITY IS NEGLECTED
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WE MEASURE BRAIN RESPONSE USING SST
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LONG TERM MEMORY ENCODING IS KEY
![Page 8: SHAZIA GINAI - Donuts...+44 (0) 7960 720121 | sginai@neuro-insight.co.uk Title PowerPoint Presentation Author Gareth Jones Created Date 10/15/2019 10:36:09 AM](https://reader036.vdocuments.us/reader036/viewer/2022071606/6143d02f6b2ee0265c024847/html5/thumbnails/8.jpg)
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WE LOOK AT THE LEFT AND RIGHT
Right brain memory
encoding
overall feel of something,
sounds, colours, holistic
aspects, indication of
familiarity.
Left brain memory
encoding
detail, written and spoken
words, brand impact,
message take-out and
branding.
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EMOTION DRIVES MEMORY
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WE CONDUCTED A STUDY MEASURING BRAIN RESPONSE TO MAGAZINE ADVERTISING
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MAGAZINES ELICIT A STRONG RIGHT BRAIN RESPONSE
0.04
0.01
-0.04
-0.04
0.29
-0.05 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35
Difference in average levels of response between right brain and left brain metrics
Magazines Television Radio Social media Other online
MORE LEFT BRAIN
MORE RIGHT BRAIN19% stronger than TV
44% stronger than radio
25% stronger than social
17% stronger than other online
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MAGAZINES ELICIT STRONGER EMOTIONAL INVOLVMENT
0.83
0.77
0.68
0.780.75
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Magazines Television Radio Social media Other online
Stre
ngth
of b
rain
resp
onse
Levels of emotional involvement(emotional intensity and right brain memory response combined)
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EMOTION COLOURS PERCEPTION OF BRANDS
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EMOTIONAL CONNECTION IS KEY