Effective ads links brands to things people really care about

Jon Harper, Ged Parton and Rushan Shaffie

The article presents a new technique in neuropsychology that quantifies the extent to which communication creates an emotional connection between the individual and the brand.

Effective ads links brands to things people really care about

Jon Harper, Ged Parton and Rushan Shaffie

Advertising creatives know that the key to creating great advertising is to form an emotional connection with the consumer. They understand the importance of capturing the right look and feel of an ad that links the brand with a set of desired associations.

But research has had limited success in providing a sensitive measure of emotional response. Now, after an extensive R&D exercise, we at Synovate are confident that we have produced a real 'breakthrough' in this area. We...

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