{"id":6272,"date":"2015-12-15T10:25:04","date_gmt":"2015-12-15T09:25:04","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6272"},"modified":"2015-12-23T09:26:59","modified_gmt":"2015-12-23T08:26:59","slug":"wat-zegt-de-neuroscience-over-magazinereclame","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/wat-zegt-de-neuroscience-over-magazinereclame\/","title":{"rendered":"Ce que la neuroscience nous apprend sur la publicit\u00e9 magazine"},"content":{"rendered":"<p>Les magazines print obtiennent de bons r\u00e9sultats dans les mod\u00e8les de mix marketing. Cela n\u2019a sans doute rien de surprenant pour vous. A chaque fois, les magazines r\u00e9ussissent \u00e0 fournir un retour sur investissement (ROI), ind\u00e9pendamment de la composition du mix m\u00e9dia. Mais comment cela se fait-il exactement\u00a0? La neuroscience peut nous fournir l\u2019explication.<\/p>\n<p>R\u00e9cemment, l\u2019analyse <a href=\"http:\/\/www.magazinemedia.be\/fr\/des-etudes-dannonceurs-le-prouvent-la-publicite-print-augmente-le-plus-lintention-dachat\/\" target=\"_blank\">Millward Brown<\/a> de 100 \u00e9tudes d\u2019annonceurs a\u00a0permis de mettre en exergue \u00e0 quel point les campagnes dans les magazines imprim\u00e9s peuvent \u00eatre puissantes. Elles obtiennent des scores convaincants dans l\u2019analyse de toute une s\u00e9rie de KPI publicitaires, tels que la m\u00e9morisation, la persuasion, la consid\u00e9ration de la marque et l\u2019intention d\u2019achat, voire l\u2019achat r\u00e9el. Les \u00e9tudes de march\u00e9 ne r\u00e9pondant pas \u00e0 la question de savoir comment cela se produit, nous sommes amen\u00e9s \u00e0 consulter d\u2019autres sources. Un examen des publications dans le domaine des sciences cognitives permet d\u2019identifier 150 expos\u00e9s, livres et rapports.<\/p>\n<p>En r\u00e9sum\u00e9, voici de quoi il retourne\u00a0:<\/p>\n<ul>\n<li>La lecture sur papier est <strong>plus lente et approfondie<\/strong> (en termes d\u2019analyse, d\u2019interf\u00e9rence et de r\u00e9flexion), tandis que la lecture sur \u00e9cran est plus rapide et se d\u00e9roule davantage dans un mode \u00a0\u00bb balayage \u00ab\u00a0.<\/li>\n<li>La lecture sur papier offre l\u2019avantage d\u2019une <strong>attention plus pointue, de moins de distractions<\/strong> et de remous suite \u00e0 des interruptions, des activit\u00e9s multit\u00e2che ou une pression cognitive.<\/li>\n<li>La lecture sur papier est associ\u00e9e \u00e0 un <strong>meilleur transfert \u00e0 la m\u00e9moire \u00e0 long terme<\/strong> et une meilleure compr\u00e9hension.<\/li>\n<li><strong>La m\u00e9morisation et la compr\u00e9hension<\/strong> suite \u00e0 la lecture sur papier se voient sans doute enrichies par l\u2019exp\u00e9rience affective de tenir et manipuler du papier et la sensation de localisation que fournit le produit physique.<\/li>\n<li>Au niveau publicitaire, il s\u2019av\u00e8re que la publicit\u00e9 print d\u00e9clenche une activit\u00e9 c\u00e9r\u00e9brale associ\u00e9e au <strong>d\u00e9sir <\/strong>et \u00e0 la<strong> r\u00e9compense<\/strong>.<\/li>\n<\/ul>\n<p>Les preuves ne cessent de s\u2019accumuler, et on peut d\u2019ores et d\u00e9j\u00e0 conclure sur base des connaissances\u00a0actuelles qu\u2019une grande partie de l\u2019efficacit\u00e9 \u00e9lev\u00e9e dont fait montre le m\u00e9dia magazine dans les mod\u00e8les des annonceurs est attribuable au print en tant que plate-forme. Cela vaut en particulier pour des dimensions cognitives complexes comme la m\u00e9morisation, la consid\u00e9ration de la marque et la persuasion.<\/p>\n<p>Source : <a href=\"http:\/\/www.magazine.org\/sites\/default\/files\/MPA-Neuro-WP-KEYfacts-v1%20(2)_0.pdf#overlay-context=neuroscience-white-paper-key-findings\" target=\"_blank\">MPA<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les magazines print obtiennent de bons r\u00e9sultats dans les mod\u00e8les de mix marketing. Cela n\u2019a sans doute rien de surprenant pour vous. A chaque fois, les magazines r\u00e9ussissent \u00e0 fournir un retour sur investissement (ROI), ind\u00e9pendamment de la composition du mix m\u00e9dia. Mais comment cela se fait-il exactement\u00a0? La neuroscience&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1359],"class_list":["post-6272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-magazinereclame-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ce que la neuroscience nous apprend sur la publicit\u00e9 magazine - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Coup sur coup, les magazines r\u00e9ussissent \u00e0 fournir un retour sur investissement (ROI), ind\u00e9pendamment de la composition du mix m\u00e9dia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/wat-zegt-de-neuroscience-over-magazinereclame\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce que la neuroscience nous apprend sur la publicit\u00e9 magazine - 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