Maximizing Media Impact by Combining Digital and Direct Mail
This new EEG study from Canada Post provides a new view of how they are building a foundation of neuro understanding to help
establish direct mail as a more considered media platform. This is accentuated
when Direct Mail is paired with Digital advertising for maximum effectiveness.
Most notable is evidence that digital media overall is more powerful combined
with direct mail and that sequencing does matter!
Neuromarketing methods now make it possible to
decipher the relative value of alternative media channels. With the explosion
on digital media platforms, marketers need better guidance on how to allocate
media dollars with insights based on the relative value of various platforms
ranging from pre-roll video, banner display ads, email and direct mail. This
major breakthrough study uses EEG and Eye Tracking
to examine the relative impact on Attention, Emotional Response and Brand
Recall of each media platform, both in isolation and in paired combination and
Elissa Moses, CEO at Ipsos Neuro and Behavioral Science Center will share the results of the study on stage of the Neuromarketing World Forum in London.
- How different media play a different role in effective communication
- Optimize media sequencing for maximum impact
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