A new roadmap for ad optimization: Integrating neuroscience with leading advertising research
Mitzi LorentzenMillward BrownElissa MosesEmSenseKelley PetersPost Foods
Introduction
In their efforts to understand the full spectrum of consumer response to brand communications, marketers are looking to augment the learning they gain from traditional research with new and innovative techniques. Among the most promising new approaches are those based on advances in applied neuroscience, which promise to shed light both on cognitive response and more visceral emotional reactions.
Marketers are seeking practical examples of neuroscience methods combined with traditional quantitative research that deliver robust and...