How long-term memory drives advertising effectiveness

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

Just how marketers can entrench their brand in the minds of consumers has long been a topic of debate. With scientific and technological developments constantly emerging, neuroscientific research is providing entirely new perspectives to marketers on the true effectiveness of their campaigns - and turning some of the long-held truths of advertising on their head in the process.

Emeritus Professor Richard Silberstein, who is the founder of consultancy Neuro-Insight, has authored more than 200 papers over 30 years in cognitive neuroscience research.

His advice to marketers? It's time for brands to think beyond art and embrace science: Long-term memory...

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