Predicting advertising efficiency - panel, neuromarketing, or theory-driven message analysis?

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions.

Predicting advertising efficiency – panel, neuromarketing, or theory-driven message analysis?

Bruno Poyet and Olivier KoenigImpact Mémoire!, France

INTRODUCTION

Predicting the efficiency of an advertisement campaign is extremely valuable for an...