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The Celebrity Power of Music in Advertisements

Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.

When it Comes to Advertising Effectiveness, What is Key?

With the transformation of the advertising industry over the past several years, it’s important for advertisers to understand how the different levers of advertising affect sales so they can make better, more informed decisions about how to plan their campaigns.

Perspectives: A Small Change Makes a Big Difference

Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.

Perspectives: Lessons from the Auto Show – for All Marketers

How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.

Uncommon Sense: The Emotive Power of Marketing

Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.