Different Brains Different Approaches

Finally, a book that describes the neurological differences between the male and female brain and how this is implemented in advertising! The book describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humorous ads appeal to men, or why women make better decisions. 80% of all purchases worldwide are made or influenced by women. Why is advertising so often aimed at men? Find the answer to the life-long question about differences in purchasing motivation between men and women, and learn to implement this in advertising. Learn the do’s and don’ts for effective communication for both men and women.

Although this book is written from a scientific perspective, thanks to the numerous interesting examples and tips, it is easy to implement and useful for advertising campaigns. In short, a must-have for all marketers, strategists, creatives, students, or anyone working with brands. Marketers and strategists will benefit from an enlarged body of knowledge, while creatives will learn how to develop more effective ad campaigns.

Author

Huub van Osch MBM is creative director, strategist, and owner of two advertising agencies in the Netherlands. Both specialised in neuro advertising. Huub graduated Cum Laude at the Erasmus University with his thesis about male and female neuro cognitive processes.

Reviews

"Everyone has an opinion about gender differences, but Different Brains Different Approaches explains why. Creative director Huub van Osch combines scientific 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 specific 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

“This book shows the importance of neuromarketing focused on gender, an issue that is as sensitive as necessary for marketing and communication departments. Too often we use gender communication in our communication plans as a guide to segmentation, without realizing what exactly the impact is of that.”
- www.communicatieonline.nl