论文信息 - A New Model For Measuring Advertising Effectiveness

A New Model For Measuring Advertising Effectiveness

ABSTRACT Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually ‘feel’ and ‘think.’ This paper will show how we can use that learning to address the question of how advertising works conceptually and use that conceptual foundation to suggest some new measurement methodologies.

Bruce F. Hall

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