Neuroadvertising study to create emotional and cognitive responses in recipients to improve advertising strategies and effectiveness | ||||
| International Design Journal | ||||
| Article 14, Volume 15, Issue 2 - Serial Number 66, March and April 2025, Page 143-155 PDF (314.03 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2025.343003.1228 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Dena Magdy Abdelmalek Hanna  
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| Faculty of Applied Arts, Advertising Department, Damietta University | ||||
| Abstract | ||||
| Abstract Neuroadvertising relates specifically to the application of neuromarketing in advertising practices and employs principles from neuroscience. Recently researchers have depicted neuroadvertising or neurobranding as the ‘third wave’ of advertising, focusing on marketing across television, the internet, or the printer. These theories can help brands develop stories, pictures, and messages in an attractive way favorable to the emotions and thoughts of the brand's recipients. Neuroadvertising or cognitive branding is becoming an increasingly relevant field due to the integration of neuroscience and advertising aimed at understanding the fundamental features of recipient behaviors. With the assistance of these insights, advertisers can improve the engagement level, the emotional bond, and the sales of the product. This research will study and attempt to understand what neuroadvertising and neuromarketing are, how to measure them, how to use them in advertising to get the most out of advertising campaigns and what are the strategies for applying this type of advertising. The research includes the applied part, which is collecting information and analyzing some advertisements made by companies that used and applied neuroadvertising and neuromarketing, with an explanation and analysis of each advertisement and how it was applied. | ||||
| Keywords | ||||
| Neuroadvertising; Neuromarketing; Emotional and Cognitive Responses; Advertising Strategies and Effectiveness | ||||
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| References | ||||
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