Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Drink and beverage
Government and non-profit
Toiletries and cosmetics
Motor and auto
ESOMAR Conference papers
MRS Conference Papers
Journal of Advertising Research
Date: newest first
Date: oldest first
Consumer Neuroscience: Application to ad effectiveness
Thom Noble, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
Ways to use neuroscience-based research techniques to measure ad effectiveness are discussed in this presentation.
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.
Google, MediaCom and Millward Brown: New marketing trends and techniques at MAP 2013
Brian Carruthers, Event Reports, Measuring Advertising Performance, March 2013
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.
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.
Face Value: Measuring emotions without the guesswork
Graham Page, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
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.
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.
From the editor: Pick their brains
Colin Grimshaw, Admap, March 2013, pp. 3-3
Colin Grimshaw introduces the Admap March 2013 issue, which offers the definitive guide to neuroscience in practice.
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.
Neuroscience in practice: The definitive guide for marketers
Thom Noble, Admap, March 2013, pp. 28-45
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.
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.
Neuroscience in practice (summary version)
Thom Noble, Admap, Focus Summary, March 2013
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.
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.
Optimizing ads: Is less always more?
Dede Fitch, Millward Brown Points of View, December 2012
Marketers are constantly on the search for advertising formats that deliver maximum effectiveness for minimal expense.
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.
Can neuroscience make your advertising more effective?
Horst Stipp, Admap, September 2012, pp. 45-47
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.
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.
Speed Read - Advertising mind games
Ian Bates, Warc Exclusive, July/August 2012, pp. 47-47
Dr Robert Heath uses approaches from cognitive science and psychology to explore the effects of advertising on consumers' minds.
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.
Neuroscience and advertising: The essence of an ad
Charles Young, Admap, May 2012, pp. 40-41
Examining brain activity while a consumer watches a TV commercial highlights the areas of true engagement.
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.
YOU ARE IN THE WARC INDEX:
Neuromarketing, brain science
Accountability and ROI
Copytesting and pretesting
Emotional and sensory appeals
Evaluation and tracking
Long-term effects of communications
Persuasion, preference shift
Psychological effects of communications
Recall and recognition
Sales and market share
Short-term effects of communications
Theories and ideas of communications
Wearout and decay
Neuroscience and biometric methods
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc