{"id":6269,"date":"2015-12-15T10:11:21","date_gmt":"2015-12-15T09:11:21","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6269"},"modified":"2015-12-15T10:56:19","modified_gmt":"2015-12-15T09:56:19","slug":"wat-zegt-de-neuroscience-over-magazinereclame","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/wat-zegt-de-neuroscience-over-magazinereclame\/","title":{"rendered":"Wat zegt de neuroscience over magazinereclame?"},"content":{"rendered":"<p>Print magazines presteren goed in marketingmixmodellen. Daarmee vertellen we u zeker niks nieuws. Magazines leveren keer op keer return on investment (ROI) onafhankelijk van de samenstelling van de mediamix. Maar hoe komt dat? Neuroscience kan dit verklaren.<\/p>\n<p>Onlangs liet de analyse van <a href=\"http:\/\/www.magazinemedia.be\/nl\/studies-van-adverteerders-bewijzen-print-advertising-verhoogt-aankoopintentie-het-sterkst\/\" target=\"_blank\">Millward Brown van 100 adverteerdersstudies<\/a> nog eens duidelijk zien hoe sterk campagnes in print magazines kunnen zijn.\u00a0 Ze scoren in onderzoek op legio reclame-KPI\u2019s zoals herinnering, overtuiging, merkoverweging en aankoopintentie tot daadwerkelijke aankoop toe. Marktonderzoek geeft geen antwoord op de vraag hoe dat komt, dus moeten we andere bronnen raadplegen. Een scan van publicaties op het gebied van de cognitieve wetenschap leverde 150 relevante papers, boeken en rapporten op.<\/p>\n<p>Het resultaat van deze scan is voor uw gemak samengevat in een overzichtelijk lijstje punten:<\/p>\n<ul>\n<li>Lezen van papier is <strong>langzamer en \u2018dieper\u2019 (mbt analyse, interferentie en reflectie)<\/strong>, terwijl lezen op scherm is sneller en meer in een scannende modus.<\/li>\n<li>Lezen van papier heeft het voordeel van meer <strong>gefocuste aandacht, minder afleiding<\/strong> en minder onrust ten gevolge van onderbreking, multitasking of cognitieve druk<\/li>\n<li>Lezen van papier wordt geassocieerd met een <strong>betere overdracht naar lange termijn geheugen<\/strong> en een beter begrip<\/li>\n<li><strong>Herinnering en begrip<\/strong> ten gevolge van lezen van papier is waarschijnlijk verrijkt met de gevoelservaring van het vasthouden en manipuleren van papier en het gevoel van plaats dat het fysieke product geeft<\/li>\n<li>Wat betreft reclame blijkt printreclame hersenactiviteit te veroorzaken die geassocieerd wordt met <strong>verlangen en beloning<\/strong><\/li>\n<\/ul>\n<p>Hoewel er steeds bewijsmateriaal bijkomt, kan uit de huidige \u2018stapel\u2019 al geconcludeerd worden dat print als platform op zich verantwoordelijk is voor deel van de hoge effectiviteit die magazine media in de modellen van adverteerders laten zien. En dat geldt in het bijzonder voor complexe cognitieve dimensies zoals herinnering, merkoverweging en overtuiging.<\/p>\n<p>Bron: <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<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Print magazines presteren goed in marketingmixmodellen. Daarmee vertellen we u zeker niks nieuws. Magazines leveren keer op keer return on investment (ROI) onafhankelijk van de samenstelling van de mediamix. Maar hoe komt dat? Neuroscience kan dit verklaren. Onlangs liet de analyse van Millward Brown van 100 adverteerdersstudies nog eens duidelijk&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[989,990,61],"class_list":["post-6269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-magazinereclame","tag-neuroscience","tag-reclame"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Wat zegt de neuroscience over magazinereclame? - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"print als platform op zich verantwoordelijk is voor deel van de hoge effectiviteit die magazine media in de modellen van adverteerders laten zien\" \/>\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\/nieuws\/wat-zegt-de-neuroscience-over-magazinereclame\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wat zegt de neuroscience over magazinereclame? 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