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Research papers

Cognitive neuroscience, marketing and research

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research...

Catalogue: Congress 2006: Foresight
Authors: Jane Raymond, Graham Page
September 17, 2006

Research papers

The emotional drivers of advertising success

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...

Catalogue: Congress 2005: Making A Difference
Author: Graham Page
Company: KANTAR TNS Malaysia
September 21, 2005