Measuring the efficacy of advertising communication with neuroscience methods: an experiment performed by Telecom Italia.
Recently, there has been a concentrated effort by companies to better understand the needs and desires of their consumers. Such efforts usually employ different and sophisticated analysis techniques for monitoring the consumers preferences and how such consumers perceive the advertising communication campaign from a specific company.
Telecom Italia Group, Corso d’Italia, Rome, Italy. loredana.grimaldi@telecomitalia.it
Loredana
L
Grimaldi
D000329:Advertising / Q000379:methods*; D001288:Attention / Q000502:physiology; D004562:Electrocardiography; D004569:Electroencephalography; D004644:Emotions / Q000502:physiology; D005712:Galvanic Skin Response; D006801:Humans; D008568:Memory / Q000502:physiology; D009488:Neurosciences / Q000379:methods*