Neuromarketing research of communication efficiency of tourist advertising

Abstract

The article deals with the application of neuromarketing technologies for the evaluation of a tourism commercial in Kazakhstan. Neuromarketing research is one of the innovative areas, which is a symbiosis of psychology and marketing. The purpose of this article is to identify which visual and audio elements of advertising increase its communicative effectiveness based on the neuromarketing study of the commercial using Face Reading. The options for using neuromarketing equipment to assess the emotional perception of a tourist video are considered. A brief analysis of neuromarketing studies in the works of domestic and foreign scientists was carried out. Particular attention is paid to what emotions contribute to increasing memorability, arouse interest in the commercial. The studies used a spectral analysis of the commercial, which allows us to analyze the emotional attitude of the respondents to various visual and auditory stimuli in the advertising of tourism in Kazakhstan. The results of the study made it possible to draw a conclusion on the potential of using neuromarketing technologies to improve the communicative effectiveness of the commercial. As a result of the research, recommendations have been developed for modeling a tourist video, taking into account the findings. This method not only determines the understanding of which frames cause a higher emotional outburst, but also the possibility of increasing emotional perception when viewing advertising to form an associative array with tourism in Kazakhstan.