Katarzyna Wrona, M.Sc. Eng.,
Institute of Aviation, Poland
Abstract:
The goal of the article is to present the substance of the neuromarketing, its assumption and possibilities, as well as the method of research of the activity of consumer’s brains. Particular attention was paid to the use of neuromarketing research in branding, efficient marketing of new products and in building effective advertising messages. An article is also an attempt to show the possibilities of using methods of neuroimaging in improving marketing activities of scientific and research institutions.
Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages
Katarzyna Wrona, M.Sc. Eng., Institute of Aviation, Poland – MA, engineer, graduate of SGGW (Warsaw University of Life Sciences). Since 2001 she has worked in the creative team of the marketing department of the Institute of Aviation. She deals with graphic design and creating websites. She is also responsible for multi-media presentations, informational and promotional materials of the Institute of Aviation. She has developed and edited documentaries about the history of aviation. She completed a course in multi-media techniques and computer graphics at the Independent University of Business, Administration and Computer Science in Warsaw.