Briefly… Neuroscience tags the advertising sweet spot

Getting your brand into people’s long term memory is what drives sales, and out of home methods can play a crucial part in achieving this, says Terry Murphy. Murphy is a marketing and marketing services executive for Primedia Outdoor. To back up this claim, Murphy cites the results of neurological research presented at the FEPE conference by Brendan Cook of Australian out of home company OOH!. By monitoring the brain waves of people watching an advertisement, researchers were able to pick out peaks in brain activity – the “iconic trigger moments”, i.e. scenes from the television commercial that were having the greatest impact on the audience. Still shots of these “trigger moments” were used to create mock up billboards, and shown to the same group of people one week later,…

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