The Neuroscience of Creativity: Two Business Cases
Fr. March 9 10:00 AM 'The Glass House'
In this presentation, Richard Silberstein will briefly review some important recent neuroscience findings on the nature of long-term memory. These findings shed important light on the brain activity measures most strongly linked to consumer behavior. This will be followed by two case studies illustrating how the Steady State Topography (SST) methodology was used to guide subtle advertising editing changes that transformed poorly performing advertising campaigns into highly effective ones.
- How little things can have a huge impact on the bottom line
- The relation of actual changes made to advertising in relation to tangible business benefits (like revenue and consumer leads)
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