Faaez Samadi
Jun 20, 2018

Capturing hearts and minds: Why neuroscience is integral to marketing

From mirror neurons to brain systems, Deepak Varma at Kantar explains how neuroscience is teaching brands even more about their advertising and audiences.

Marketers talk all the time about the importance of brand recall, and how messaging must be tailored to most effectively seek this elusive outcome.

But to know how best to do this, you really need to know how the brain actually processes information and makes decisions. That’s where neuroscience steps in, says Deepak Varma, global head of neuroscience insights at Kantar.

“The rational side does play a role of course, but you...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
How to choose the right tech for corporate meeting programmes
Premium
1 day ago

How to choose the right tech for corporate meeting ...

Event planners are spoiled for choice when it comes to programmes and platforms. Here's how to navigate them.

Premium
Travel marketers betting big on digital advertising in 2019
Premium
1 day ago

Travel marketers betting big on digital advertising ...

TOP OF THE CHARTS: Sojern’s latest report shows marketers in all travel verticals are increasing digital spend, but have a range of business concerns.

Premium
Apple aims to inspire Japanese students as they return to school
Premium
1 day ago

Apple aims to inspire Japanese students as they ...

The brand continues its 'Behind the Mac' theme with a depiction of youthful creativity.