How neuroscience can aid public sector communications

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Neuromarketing

This article is part of a series of articles on neuroscience applied to marketing. Read more.

Neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets. These techniques can reduce complexity, identify whom best to target, with which type of appeal, and change attitudes and behaviours to the benefit of individuals and society as a whole

In recent years, a consensus has begun to emerge that neuroscience-based approaches can help to better gauge consumer reactions to marketing communications, especially...

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