{"id":6736,"date":"2015-05-11T08:19:18","date_gmt":"2015-05-11T08:19:18","guid":{"rendered":"http:\/\/blogs.funiber.org\/pt\/?p=6736"},"modified":"2015-05-11T08:19:18","modified_gmt":"2015-05-11T08:19:18","slug":"neuromarketing-e-mais-importante-o-audio-ou-o-video-nos-anuncios","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2015\/05\/11\/neuromarketing-e-mais-importante-o-audio-ou-o-video-nos-anuncios","title":{"rendered":"Neuromarketing: \u00e9 mais importante o \u00e1udio ou o v\u00eddeo nos an\u00fancios?"},"content":{"rendered":"<p>Durante o \u00faltimo <a href=\"http:\/\/www.neuromarketingworldforum.com\/\" target=\"_blank\">Neuromarketing World Forum<\/a>, realizado em Barcelona, foram resolvidas algumas d\u00favidas sobre a import\u00e2ncia do \u00e1udio nos comerciais de TV. Elissa Moses, EVP do <a title=\"Elissa moses\" href=\"http:\/\/spotlight.ipsos-na.com\/index.php\/author\/elissa-moses\/\" target=\"_blank\">Neuro and Behavioural Science Innovation Centre da Ipsos<\/a>, explicou os resultados de recentes estudos durante sua palestra \u201cEmo\u00e7\u00f5es na publicidade\u201d.<!--more--><\/p>\n<p>Uma pesquisa, na qual participaram 750 pessoas, indica que o som \u00e9 mais relevante que o v\u00eddeo para os norte-americanos. Os pesquisadores identificaram que <strong>85% dos entrevistados deixa a TV ligada, mas apenas a escuta.<\/strong><\/p>\n<p>Os participantes da pesquisa foram expostos a 15 an\u00fancios e suas respostas foram analisadas por reconhecimento facial em todos os casos, enquanto, em 113 casos, foram utilizados biom\u00e9tricos como refor\u00e7o.<\/p>\n<p>Conhecer o comportamento dos consumidores com rela\u00e7\u00e3o aos meios de comunica\u00e7\u00e3o \u00e9 algo fundamental para os respons\u00e1veis pela estrat\u00e9gia de <a href=\"http:\/\/www.funiber.org\/areas-de-conocimiento\/organizacion-empresarial-desarrollo-directivo-rrhh\/master-marketing\/\" target=\"_blank\"><i>marketing<\/i><\/a> nas empresas. Conhecer os aspectos que possuem maior incid\u00eancia no comportamento de compra dos consumidores permitir\u00e1 elaborar an\u00fancios publicit\u00e1rios com maior impacto entre o p\u00fablico. A <a title=\"FUNIBER\" href=\"http:\/\/www.funiber.org.br\/\" target=\"_blank\">FUNIBER <\/a>oferece uma ampla variedade de <a href=\"http:\/\/www.funiber.org.br\/areas-de-conhecimento\/organizacao-empresarial-desenvolvimento-diretivo-rh-e-cooperativismo\/\" target=\"_blank\">mestrados e especializa\u00e7\u00f5es na \u00e1rea empresarial<\/a>, fornecendo aos executivos as ferramentas para gerenciar de maneira mais eficaz as estrat\u00e9gias comerciais, a gest\u00e3o de recursos humanos e a expans\u00e3o da empresa a novos mercados, em um contexto que permita compreender as motiva\u00e7\u00f5es dos trabalhadores e dos consumidores aos quais nos dirigimos a fim de melhorar a efic\u00e1cia das vendas de qualquer organiza\u00e7\u00e3o.<\/p>\n<p>Moses indica que, nos an\u00fancios, pode faltar um dos elementos, porque a nossa imagina\u00e7\u00e3o se encarrega de completar as informa\u00e7\u00f5es que possam vir a faltar, e indica que, no consumo da televis\u00e3o, surge um padr\u00e3o no qual \u201c<strong>o \u00e1udio possui um pouco mais de import\u00e2ncia<\/strong> no uso de ambas as t\u00e9cnicas\u201d. A pesquisadora indica que<strong> os an\u00fancios com \u00e1udio tiveram mais impacto, embora o conte\u00fado visual seja muito importante.<\/strong><\/p>\n<p>Os participantes do estudo afirmaram relataram que assistem televis\u00e3o de tr\u00eas formas diferentes e Moses destaca que os pesquisadores est\u00e3o aprendendo que h\u00e1<strong> tr\u00eas formas de envolver os telespectadores<\/strong>, mas se determinou que o<strong> \u00e1udio tem mais poder.<\/strong><\/p>\n<p>Sobre o conte\u00fado, Moses destaca que \u00e9 necess\u00e1rio que a marca apare\u00e7a nos an\u00fancios e, depois de acabar a hist\u00f3ria a contar, dever-se-ia envolver as pessoas utilizando o <b>refor\u00e7o, colocando a marca no final do an\u00fancio<\/b>. A pesquisadora indicou que chegou a estas conclus\u00f5es ap\u00f3s estudar a intera\u00e7\u00e3o dos consumidores com os an\u00fancios da <a title=\"Super Bowl\" href=\"http:\/\/www.nfl.com\/superbowl\/50\" target=\"_blank\">Super Bowl<\/a>.<\/p>\n<p>Fonte:<br \/>\n<a href=\"http:\/\/www.marketingdirecto.com\/actualidad\/publicidad\/sonido-vs-imagen-que-causa-mas-emocion-y-atencion-en-la-publicidad-nmwf\/\" target=\"_blank\">http:\/\/www.marketingdirecto.com\/actualidad\/publicidad\/sonido-vs-imagen-que-causa-mas-emocion-y-atencion-en-la-publicidad-nmwf\/<br \/>\n<\/a><\/p>\n<p>Foto CC: <a href=\"https:\/\/www.flickr.com\/photos\/flashpro\/4156535452\/sizes\/m\/\" target=\"_blank\">Flash Pro<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante o \u00faltimo Neuromarketing World Forum, realizado em Barcelona, foram resolvidas algumas d\u00favidas sobre a import\u00e2ncia do \u00e1udio nos comerciais de TV. Elissa Moses, EVP do Neuro and Behavioural Science Innovation Centre da Ipsos, explicou os resultados de recentes estudos durante sua palestra \u201cEmo\u00e7\u00f5es na publicidade\u201d.<\/p>\n","protected":false},"author":10,"featured_media":6737,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[640,87],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neuromarketing: \u00e9 mais importante o \u00e1udio ou o v\u00eddeo nos an\u00fancios? - FuniBlogs - FUNIBER<\/title>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing: \u00e9 mais importante o \u00e1udio ou o v\u00eddeo nos an\u00fancios? - FuniBlogs - FUNIBER\" \/>\n<meta property=\"og:description\" content=\"Durante o \u00faltimo Neuromarketing World Forum, realizado em Barcelona, foram resolvidas algumas d\u00favidas sobre a import\u00e2ncia do \u00e1udio nos comerciais de TV. 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