Beating the brain game: Communications success in a new era of neuroscience learnings

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

Beating the brain game: Communications success in a new era of neuroscience learnings

Alida Jansen and Lorcan McHarryTNS South Africa

Introduction

Much has been written about how to measure communications effectiveness in the last decade. Reading through the literature, it becomes clear that the way in which the industry has defined 'communications effectiveness' has remained relatively stable over time, with 'success' being underpinned by an underlying requirement of conscious recall and rational liking of the ad (Heath & Feldwick, 2008).

Meanwhile, neuroscientists have – for a long time – applied themselves to questions around how the brain works, how...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands