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 McHarry TNS 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

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