A Study on the Role of Neuro Marketing in Enhancing Advertising Effectiveness

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A Study on the Role of Neuro Marketing in Enhancing Advertising Effectiveness

Dr Gowtham Aashirwad Kumar, Assistant Professor, Department of Management Studies, School of Commerce and Management, Bharath Institute of Higher Education and Research, Chennai

Dr Magdalene Peter, Head of the Department, Department of Management Studies, School of Commerce and Management, Bharath Institute of Higher Education and Research, Chennai

Abstract

This study explores the impact of neuro marketing techniques on advertising effectiveness. By leveraging insights from neuroscience, neuro marketing aims to better understand consumer behavior and enhance the efficacy of advertising strategies. This research analyzes various neuro marketing strategies and their influence on consumer engagement and response. The findings suggest that neuro marketing significantly improves the precision and effectiveness of advertisements, leading to better consumer recall and increased brand affinity.

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