Measuring the efficacy of advertising communication with neuroscience methods: an experiment performed by Telecom
1Telecom Italia Group, Corso d’Italia, Rome, Italy. loredana.grimaldi@telecomitalia.it
IEEE Pulse
|June 9, 2012
Abstract:
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.
