Different Brains, Different Approach

Successful Neuro Advertising for Both Genders: Male and Female

By: Huub van Osch

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Paperback | 1 November 2016 | Edition Number 1

At a Glance

Paperback
192 Pages

Dimensions(cm)
1.5 x 21.2 x 21

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The effectiveness of advertising for brands is becoming increasingly difficult to achieve by a multiple of factors such as: fragmentation of the media itself; the ever rising media supplies; and the limited attention it can reach. It is therefore important to increase the effectiveness of the advertisement. One of the possibilities for increasing the effectiveness is the knowledge of the differences in both sexes. Experience has shown that creative agencies and brands do not have sufficient knowledge about effective communication for separate sexes.

This book is a guide for anyone in the creative industry that wants more insight in neuroscience with a special focus on man and women. By using this knowledge the creatives and marketers of a brand can create more effective communication. This book is helpful for everyone in the advertising industry. With a special focus on creatives, art directors and marketers.

About the Author

Huub van Osch MBM (Netherlands), creative director, strategist and owner of two advertising agencies: vOSCH The Brand Guide and the Amsterdam based agency Blahblahism. Both specialised in neuro advertising. Huub graduated Cum Laude at the Erasmus University with his thesis about neuro conative processes by male and female. That made him the pioneer of neuroscience in the marketing communication industry. - 2004 - 2009 Nyenrode Business University.

Six certificates of the annual Pragma Management Cycles.- 2002 2006 Erasmus University Rotterdam. Master of Brand Management MBM- 1990 1991 University of Applied Science Utrecht (HKU). Faculty Art Direction. Master Art Direction."

Industry Reviews

"Everyone has an opinion about gender differences, but Different Brains Different Approaches explains why. Creative director Huub van Osch combines scienti?c research with a dynamic and inviting book design to show how chromosomes, hormones and millions of years of evolution have wired men's and women's brains differently. The book clearly describes the brain's neural circuits, sensory differences and the neurobiology of emotion while analyzing design and content speci?c to each sex. Using numerous visual examples and graphics, van Osch creates an entertaining and informative reference book to help creatives and marketers increase the effectiveness of their messages."

- Communication Arts Magazine

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