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As advertisers and agencies pursue greater efficiency and effectiveness across the marketing mix, there is an increasing focus on performance and accountability. One of the consequences is the emergence of new means of assessment and measurement, and neuroscience is one of the key approaches that has emerged in this context.  By focusing on the subconscious drivers of behaviour, neuroscience offers a way of understanding the link between creative and media choices and the ultimate effectiveness of a campaign.

This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help deliver more effective brand communications.