Brand Conclave - Program

`Program`
`Your Brand in the Consumer’s Brain` Leveraging Neuroscience & Neuromarketing for Effective Marketing & Brand Building Strategies
DAY I : 11 August 2011
0900 – 1000 Hrs:	Delegate Registration
1000 – 1110 Hrs:	Inaugural Session
Keynote Address:	Your Brand in the Consumer’s Brain – Leveraging Neuroscience & Neuromarketing for Effective Marketing & Brand Building Strategies
1140 – 1310 Hrs:	Workshop Session I
	Biological Workings of the Human Memory and Interpretation - Relationship between Memory and Consumer Behavior & Marketing • Memory • Memory and Interpretation is the same thing – Synapses • Interpretation, Experience, Learning & Brand Building
1410 – 1540 Hrs:	Workshop Session II
	Emotions in Advertising - Attention • Historical Paradigms of Emotions (Descartes, Darwin, Adam Smith, Freud, Damasio) • History of Advertising Effectiveness Measures and the ‘Discovery of Ad-liking as Measure’ • Biology of Emotions – Attention, Memory • Emotions and Human Survival • Dimensions of Ad-likability • Empirical Findings from Millward Brown database
1600 – 1730 Hrs:	Workshop Session III
	Background Feelings as Determinants of Brand Choice • Homeostatic Feelings (Hormones) • Moods • Personality • Culture • Dopamine and Consumer Decision Making • Implications for Market Segmentation
DAY II : 12 August 2011
0900 – 0930 Hrs:	Delegate Registration
1000 – 1145 Hrs:	Workshop Session IV
	The Effective Frequency Debate – Media Strategy • Response Curves • End of the 30 Sec Television Advertisement • The Digital Video Recorder Fast Forward Experiment • Media Strategy Thoughts
1200 – 1400 Hrs:	Workshop Session V
	Budget for Market Share Growth • Advertising Share - Market Share Empirical Relationship (Dynamic Difference Analysis) • Applying Dynamic Difference Analysis to Brand Strategy • Dynamic Difference during Market Share Growth • Life Cycle Implications of Dynamic Difference • Budgeting while coming out of a Recession

Download Brochure
Download Presentations