Applied neuroscience: Feeding America – Recruiting angels
Michael E Smith, Patty Goldman and Stephanie RathPhD, Ad Council and Feeding America
Admap: Applied neuroscience
This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.
This case study for the Ad Council and hunger-relief charity Feeding America shows how Nielsen Neuro used EEG techniques to successfully engage emotions and thus improve the resonance of public service marketing campaigns.
Business problem
NGOs and other public service entities with limited resources face severe competition in capturing mindshare in a media environment dominated...