Applied neuroscience: Amex – Recognise conceptual closure
Stuart Peters and Richard SilbersteinAviva and Neuro-Insight
Admap: Applied neuroscience
This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.
This case study for AmEx describes how advertising creative was optimised through Neuro-Insight's use of Steady State Topography (SST), a brain imaging technique. Tests showed that long-term memory encoding falls just as the narrative in an ad ends and the branding begins, with consequences for the timing and sequencing of an ad's message.
The business problem
The past decade has seen...