2026-05-09T11:14:54.668Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:9475 2025-02-03T12:08:42Z 1

Neuromarketing Research And Their Application In Effective Advertising Strategy 2023 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/9475 А. Михајловић Ј.Гајић Т. Папић Neuromarketing research has emerged as a promising field for developing effective advertising strategies. This approach involves the use of different techniques and methods such as recording of brain waves and the potential related to different stimuli, eye movement tracking, facial expression analysis, in order to understand consumer behavior and preferences. By analyzing the impact of different marketing stimuli in advertisements, one can gain insight into how consumers make purchasing decisions. This paper presents an overview of neuromarketing research, the latest technologies and their applicability in the development of effective advertising strategies. We analyzed several studies that used neuromarketing techniques to develop successful advertising campaigns and applied artificial intelligence-based technologies (MojoAI) to address the challenges of creating and testing a campaign for a higher education institution. In this study, the correlation of sentiments of different age groups and genders in two different campaigns dedicated to the enrollment of a certain study program was tested. Also, the paper considers how neuromarketing techniques, such as sentiment analysis (facial expressions), as well as other artificial intelligence techniques can be applied in creating a marketing strategy and testing advertising campaigns, making them more attractive, memorable and convincing. The paper highlights the potential of neuromarketing research in advertising as revolutionary, when it comes to insight into consumer behavior and preferences that were previously unattainable by traditional research methods. conferenceObject "Conference On Advances In Science And Technology“ Coast 2023, Herceg Novi, Montenegro