Summary
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation. Such an approach is necessary, given the importance of the subconscious in consumer decision-making. The presentation discusses the benefits of neuro ad-testing, research methods including EEG, implicit testing and eye-tracking, and suggested applications to advertising. Case studies mentioned in the presentation include projects for Fiat and FOX Sport. The presentation concludes with examples of how neuro-marketing can track ad resonance with key brand attributes - and advice on how to get the most from neuro techniques.

Summary
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns. Many presentations showed shared themes, including the various ways marketers can analyse consumer emotions and distinguish between rational and subliminal thinking. There was also a trend towards defending more traditional ways of advertising, with TV revealed to remain an effective media channel, despite the hype around new media.

Summary
This presentation outlines a new, indirect measurement of responses to marketing and brands. New methods from the field of neuromarketing provide the ability to measure biometric indicators of emotion directly, but they also add to the wide array of existing methods for measuring emotion. By using automated coding of respondents' facial expressions, marketers can read their emotional responses and understand the real emotional power of television spots. These facial measures have been shown to relate to in-market performance.

Summary
Colin Grimshaw introduces the Admap March 2013 issue, which offers the definitive guide to neuroscience in practice. The popularity of the theory of System 1 and System 2 thinking has led to questions about traditional research techniques. Thom Noble's 12,000 word paper on neuroscience addresses what is practically possible, how the different techniques can be used, the pros and cons of each and the costs involved. And with 10 years' experience in the field, he also offers his learnings and guidelines. Other features in March include the top 20 fast food trends, measuring the effectiveness of shopper marketing and the rebranding of the Prostate Cancer Charity to become Prostate Cancer UK.

Summary
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response. These range from highly technical brain-imaging applications such as fMRI to those that measure changes in physiology in other parts of the body. The piece also looks at techniques that measure implicit response via psychological association and behavioural tests. The article groups the different techniques into three main approaches: NeuroMetric (Brain or Neural response), BioMetric (Biological or Physiological response) and PsychoMetric (Psychological or Implicit response). The author describes the techniques, looks at their pros and cons, their usage and the costs involved.

Summary
This article is a summary version of the Admap March 2013 Focus piece: Neuroscience in practice. In it, Thom Noble of NeuroStrata examines how neuroscience can be used to improve the accuracy and quality of market research. From a brief overview of the underlying science, the article introduces the main tools being deployed and what outputs they can and can't deliver. The most popular technique in this field is EEG, which records direct and immediate electrical activity generated as a result of neurons firing. With the primary emphasis on implementation, Noble provides examples of real-world studies, a look at the specific areas of added-value insights, and for those eager to take their first steps, guidance on how to best navigate this new territory and get the most out of it.

Summary
Marketers are constantly on the search for advertising formats that deliver maximum effectiveness for minimal expense. However, while ads of all lengths can be equally effective, short executions are less effective against complex advertising objectives. Millward Brown argues for an holistic approach to ad optimisation, demonstrating that maximising attention and engagement is not sufficient to build brands. It also offers several methods for strengthening branding. Depending on the style of the ad - where the brand is the object of desire, when it ties ideas together, or is the solution - branding can be improved in different ways, even while losing engagement. Effective storytelling means maintaining the right degree of tension, and brand awareness can be improved by reducing the impact in sections of ads, rather than raising it. Ultimately, the optimal length of an ad will be a function of the communication task.

Summary
Research has shown that emotion is often the driver of consumer response and marketing, and that the number of companies applying biometric and neurological science and research to marketing research is growing. The Advertising Research Foundation developed a collaborative project designed to meet the ad industry's need for an independent assessment of the issues surrounding the application of neuroscience to marketing. The ARF wanted the project to increase transparency and establish best practice. This article explains how the project examined the value of neuromarketing research and highlights its best usage.

Summary
Dr Robert Heath uses approaches from cognitive science and psychology to explore the effects of advertising on consumers' minds. Contemporary case studies from the likes of Levi’s and Cadbury’s illustrate that the most effective advertising is that which forces us to have a strong emotional engagement or reaction. In this respect, Heath advises that advertising can work without the need to persuade and, ironically, ignoring advertising can increase its power over us.

Summary
Examining brain activity while a consumer watches a TV commercial highlights the areas of true engagement. A commercial for the Volkswagen Passat - 'The Force' - was created by Deutsch and first aired during the 2011 Super Bowl. The ad features a child dressed as Darth Vader, a character from the Star Wars series of films, and was ranked by most commentators as the number one ad shown during the game. By following a brainwave curve, the author assesses the brainwave peaks to see how they contributed to the ad's effectiveness and what made it so memorable.