The mind, the brain and the media

John Svendsen and Sue Elms

Sue Elms and John Svendsen, from Carat Insight, describe a planning framework that has been developed from current thinking on communication processing.

The Mind, The Brain and The Media

Sue Elms and John SvendsenCarat Insight

The brief for this article was to review how understanding from psychology and neuroscience help improve media planning and buying.

The aim of this article is to show how valuable psychology has been in providing a new paradigm for communications planning. For 50 years, psychologists have been describing how the mind works and the way people process advertising . By the late 1980s, a really useful processing model was available for media planners to use. Sadly, most practitioners have not adopted this thinking and...

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