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Case Studies
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The Brief: To use
neuroscience to quantify the
relative effectiveness of
advertising messages
presented across different
communication formats (TV,
radio and print). To achieve
and measure this across 5
different category sectors.
The Results: FMRI
revealed that different
messages presented via
different media formats
(controlling for their basic
differences in audio/visual
nature) stimulate areas of
the brain involved in brand
memory, recognition, emotion
and attention to different
extents depending on the
nature of the product/brand
sector.
The Output: These
data were incorporated into
PHD's proprietary software,
Neuroplanning TM, which
provides objective,
quantifiable data to help
PHD's clients best plan
their media portfolio.
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