Repozytorium WSB-NLU :: Przeszukiwanie wg Autor "Pupchenko, Diana"

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Importance of neuromarketing technologies in the success of an advertising strategy: the case of KEX LLP, a Kazakh company
(2022-07-22) Pupchenko, Diana; Jasieński, Michał
The purpose of this thesis is to study and analyze the effectiveness of neuromarketing in the promotion of advertisements, content and improvement of customer focus. The object of the research is KEX LLP - a marketing and advertising agency, on the basis of which certain neuromarketing technologies were used. This study found that consumers prefer to choose a product or service based on their visual memory and factors, smells and colors - the feelings evoked from the product, rather than just to the popular brands. This pattern was revealed on the basis of KEX’s brands, and Halal Bite was a prime example - an oriental street food project. The packaging of this brand is very bright and catchy, but it does not fit the concept of the offered cuisine. This proves the fact that neuromarketing is not only about attracting attention, but also about keeping the customer on a subconscious level, so that the consumer is satisfied overall. It follows that neuromarketing technologies have a direct impact on the success of the advertising strategy of a product or service. Moreover, the main levers of influence on the consumer were found to be emotions and feelings, and these can be affected by visual content (photo, video, or color scheme and layout in offline), or by aroma marketing.