Communications and the bottom line - hey big spender, wouldn’t you like to know what’s going on in my mind?

Peter Laybourne and David Lewis

Neuromarketing - brain wave or brain scam? This paper explores the role and relevance of different brain scanning technologies and their appropriateness to research, marketing and corporate decision-making.

Communications and the bottom line – hey big spender, wouldn't you like to know what's going on in my mind?

Peter Laybourne and David LewisNeuroco Limited, United Kingdom

BACKGROUND

The title of the iconic song of the sixties heralds a new era where real consumer emotion can be evaluated in real time.

To understand the relevance and potential of Neuromarketing, however, it is important to fully comprehend the continued frustrations of marketing and commercial decision-makers in today's corporations. Research is often held up as the 'whipping boy' for the inadequacy of marketing management to realise the return...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands