search query: @author Plessis, E. du / total: 2
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| Author: | Plessis, E. du |
| Title: | Advertisers' new insight into the brain |
| Journal: | Admap
2005 : VOL. 40:5, p. 20-23 |
| Index terms: | Advertising research Consumer behaviour Marketing research Psychology |
| Language: | eng |
| Abstract: | The article discusses how brain science is revolutionising advertising thinking and research. It reviews the history of neurology and explains what the new paradigm implies for advertising and research. It is necessary to understand the old paradigm versus the new in order to be able to appreciate the implications for advertising practices. |
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