"neural marketing" attracted discussions in The International Public Welfare Advertising Conference

Recently, the "2021 Global Public Welfare Advertising Development Report (Blue Book)" was released at the 4th Beijing International Public Welfare Advertising Conference in 2022. According to the report, in 2021, the length of the broadcasted public welfare advertisements had reached 563,800 hours, accounting for 39.31% of the broadcast time of radio advertisements; and broadcast TV public welfare advertisements for 1,080,800 hours, accounting for 47.82% of the broadcast time of TV advertisements. It is estimated that in 2021, China's annual radio and television media has spent more than 60 billion yuan in public welfare advertising resources.

Data shows that the country's public welfare advertising is showing a rapid development trend. In the first half of this year alone, the national satellite TV channels broadcasted 763,661 public welfare advertisements, a year-on-year increase of 20.0%.

According to Zhu Yannan, director of the Radio, Film and Television Development Research Center of the State Administration of Radio and Television, "In the past ten years, the radio and television and online audio-visual public welfare advertising industry has continued to grow and develop, and both social and economic benefits have achieved double harvests."

From the review results of the 2021 radio and television public welfare advertisement support project announced on the official website of the State Administration of Radio and Television, it can be seen that the centennial of the founding of the party, rural revitalization, social care, and ecological protection are typical themes of my country's 2021 public welfare advertisements.

Data and Viewing of Public Welfare Advertisements on National Satellite TV Channels in the First Half of 2022 shows that the broadcast content of public welfare advertisements on national satellite TV channels mainly covered zero carbon, epidemic prevention and control, anti-waste, rural revitalization, World Book Day, the Olympics, fire and flood prevention, role models for the times, and fraud prevention.

"Zero-carbon theme was the most broadcasted by Chinese satellite TV channels in the first half of this year, with a total of 212 broadcasts, more than 120,000 times, an average viewership rate of more than 1%, and an average of 105 times per household.” Deng Xiangdong, deputy director of the Radio, Film and Television Information Network Center of the State Administration of Radio and Television, said that this reflects the public’s concern about climate change, the emphasis on the transformation of economic development patterns.

The advancement of technology has also brought new possibilities for public welfare advertisements in the new era. 5G, AR/VR, artificial intelligence, physiological sensing, the ever-changing advanced technologies revolve around production, transmission, audio-visual effects, dissemination and other links to empower public welfare advertisements, making current public welfare advertisements richer, better looking, and more pleasant to listen to. , more fun, more shocking, and promote the rapid development of public welfare advertising.

Looking at the world, evaluating the communication effect of public welfare advertisements based on neuroscience is becoming a new technological means in the field of media communication effects, helping advertising planners to better plan and evaluate the communication effect of public welfare advertisements.

Taking the government's use of public welfare advertisements to disseminate information about public health risks as an example, if a reliable, quantitative and objective effect evaluation system or mechanism can be constructed through technical means before the production and dissemination of public welfare advertisements, it will greatly help the effective dissemination of public welfare advertisements. Finally achieve the desired goal of the producer.

How to achieve this? Methods of recording brain activity (e.g. functional magnetic resonance imaging (fMRI), electroencephalography (EEG)), psychology, physics, etc. have all grown considerably in this field over the past few years, leveraging interdisciplinary expertise Knowledge, bringing relevant multidisciplinary results, including neuroscience, into a new marketing perspective, and through new paradigm design and analysis, it can be used to measure the audience's subconscious response for different media (news, radio, TV, Internet, etc.) advertising information.

According to reports, the conference also initiated the establishment of the "Audio-Visual Public Welfare Communication Community", and issued an initiative to jointly build an "Audio-Visual Public Welfare Communication Community" for news media and Internet platforms, giving full play to the advantages of media resources, actively fulfilling corporate social responsibilities and publishing and broadcasting public welfare.