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Ads that are the result of months of your research, your creative development, and your testing. And these ads aren't all mediocre—many fall just slightly short of perfect.
Not only are thousands of marketing dollars burned this way, but time and effort are too. Time that your ads could have been in front of—and connecting with—your consumers.
Failing to connect is one of the main reasons why so many ads are killed,
and why so many brands struggle to stand the test of time.
Your creative confused viewers, or maybe they just didn't like it.
Your ad was out of place, so your message didn't connect.
Your ad was seen too little... or too much.
In today's data-driven world, you know whether your ad reached the right consumer and whether they reacted or not...
Getting to the heart of it to understand resonance gives you the tools you need to better your ad—and your brand.
It also means considering the context, frequency, and media placement of your ad to build best practices and develop marketing strategies that minimize waste and increase your ROI.
To save your ads, you need relevant and reliable metrics that allow you to understand resonance throughout the entire life of your ad.
Use neuroscience to tell you what is (and isn't) working at both conscious and non-conscious levels, so your ad can live up to its greatest potential.
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Maximize the effectiveness of TV advertising by optimizing ad memorability and assessing quality while your campaign is still in-flight.
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Learn how two ARF David Ogilvy award-winners used neuroscience to uncover insights during their advertising development process. By understanding both conscious and non-conscious responses, Kraft and Ad Council were both able to paint a more complete picture of consumer behavior and create more impactful ads.
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