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...