Understanding memory encoding to trigger brand equity on the path to purchase

This event report looks at how an understanding of memory encoding – which measures what goes into the brain, unlike ad recall which measures what comes out – can help marketers increase brand equity and purchase intent.

Understanding memory encoding to trigger brand equity on the path to purchase

Emily BarleyWarc

"Understanding how the brain works can help marketers", Heather Andrew, CEO at Neuro-Insight, told a neuromarketing event convened by the Neuromarketing Science & Business Association (NMSBA) in London in December 2014.

"Traditional media is very strong. It has advantages for the brain as it can deliver sound, colour and excitement," said Andrew. But how marketers leverage the impact of TV on other media, and use the proliferation of media most effectively, are more complicated questions. Neuroscience – and specifically understanding how memory encoding works...

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