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Advertising Industry

Radio Centre approached NeuroFormed Ltd to project manage a neuroscience study to investigate the best use of music in ads.

Specifically, they wanted to know whether it was better to use the same music in successive campaigns, or instead to use fresh, new music each time.

We conducted an EEG study to answer this question with our strategic partners at a leading UK university to demonstrate, unequivocally, that being consistent in the use of music across consecutive campaigns leads to improved brand liking, familiarity and brain responses indicative of being positively inclined towards the brand in question.

The results were strong enough for our findings to be published in the peer-reviewed Journal of Neuroscience, Psychology and Economics (click here).

Previously we have provided video assets for several advertising companies to support successfully pitches for new business, e.g. Mother's contract for the Mondelez coffee brand: Jacobs and Exposure's contract with Hendrick's gin.

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