Neuromarketing: Boost ad response through neuroscience

The ability to predict consumer behaviour using new scientific techniques is much greater than that shown by self-report methods.

Neuromarketing: Boost ad response through neuroscience

Silvia Dalvit and Jane Leighton Mountainview Learning

The validity of advertising pretesting using self-report measures has been questioned. Can neuroscience offer more certainty that your advertising pushes the right buttons?

In the past, when science has tried to make a contribution to advertising design, the results have often been disastrous. A meta-analysis of 880 IPA Effectiveness Award winning case studies revealed that the effectiveness of ads that had been quantitatively pretested was 27 percentage points lower than those that had not. This failure to predict the success of advertising campaigns has led many...

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