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Study backs 'dual marketing'

Researchers have confirmed what marketers have been telling their clients for years – that a television advert is more effective if complemented by a print campaign.

The headline finding stems from a probe into how advertising affects the brain, said to be the first of its kind by British experts, The Times reported yesterday.

Obtained by the paper, the study tested to see how brain activity “spikes” in response to adverts and found that the effect is greater if a product is promoted across different media.

The study was commissioned by the Newspaper Marketing Agency, Brainwave Science, a neuroscience firm, and Millard Brown, the market researchers.

May 3, 2007
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