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Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners

Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners

Ugur Bakir, Muge Elden, Erdem Gecit
Copyright: © 2017 |Pages: 20
ISBN13: 9781522510284|ISBN10: 1522510281|EISBN13: 9781522510291
DOI: 10.4018/978-1-5225-1028-4.ch011
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MLA

Bakir, Ugur, et al. "Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners." Applying Neuroscience to Business Practice, edited by Manuel Alonso Dos Santos, IGI Global, 2017, pp. 257-276. https://doi.org/10.4018/978-1-5225-1028-4.ch011

APA

Bakir, U., Elden, M., & Gecit, E. (2017). Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners. In M. Dos Santos (Ed.), Applying Neuroscience to Business Practice (pp. 257-276). IGI Global. https://doi.org/10.4018/978-1-5225-1028-4.ch011

Chicago

Bakir, Ugur, Muge Elden, and Erdem Gecit. "Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners." In Applying Neuroscience to Business Practice, edited by Manuel Alonso Dos Santos, 257-276. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1028-4.ch011

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Abstract

Semi-structured, in-depth interviews were conducted with the senior level advertising agency employees that work in the creative and strategic planning departments to learn about their opinions on neuromarketing and the various issues related to neuromarketing. Interpretative phenomenology analysis (IPA) was used to examine the research data. The study reveals three interpretive themes: 1) Neuromarketing and advertising research (the role of research in advertising – applying neuromarketing to advertising); 2) perspectives on neuromarketing and related topics (concerns about creativity in advertising – ethical issues); and 3) the future of neuromarketing. The results from this study indicate that advertising professionals are aware of neuroscience, but opinions on the use of neuroscience in marketing and advertising differ mostly based on the department they work in at the agency.

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