Different Brains, Different Approaches: Successful Neuro Advertising for Male and Female [Paperback]

The first scientific but easy useable guide for successful neuro advertising towards men and women.

Finally, a book that describes the neurological differences between the male and female brain and their implementation in advertising ! It describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humour in ads works for men, and why women make better decisions. 80% of all purchases worldwide are made or infl uenced by women.

Why is advertising so often aimed at men ? Find the answer to the lifelong question about the differences in male and female purchase motivation and learn to implement this in advertising. Learn about the do's and don’ts of effective communication towards both men and women.

The book is written from a scientific perspective, but thanks to plenty of excellent examples and helpful tips, it’s useful for advertising campaigns and can be easily implemented. In short, it is a must-have for all marketers, strategists, creatives, students or anyone who works with brands. It will help expand the knowledge of marketers and strategists and will help creatives in developing more effective ad campaigns.

PREFACE 6
INTRODUCTION 8

1. THE ORIGIN OF SEX DIFFERENCES 10
1.1 The embryonic phase 12
1.2 Neurological wiring and structure 13
1.3 Research on animal experiments 15
1.4 Discussion 16
1.5 Syndromes 17

2. HOW 500 MILLION YEARS OF EVOLUTION HAS AFFECTED BOTH SEXES 18
2.1 Specialisation 20
2.2 Load balancing 20
2.3 Evolution of psychology 22
2.4l£