Abstract:

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies. It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of emotional and rational benefits. It also demonstrates that much maligned measures of advertising success, such as advertising awareness, favour, rather than penalise emotional copy, and details new verbal and non-verbal copy testing tools which have been validated using neuroscience techniques.