Lucid Thoughts

A simplistic approach to advertising effectiveness tries to draw a straight line from an ad’s internal characteristics – its creativity, catchiness, product depiction, value proposition, memorable characters, etc. – to a product’s success in the marketplace.
Some neuromarketers try to exploit this simple view by claiming that their testing can identify “winning” ads that will directly [...]

We put another downloabable document on the Lucid website today called “Tell me something I don’t know:  Consumer insights from preconscious processes.”  You can grab a copy on our download page here.
The article was inspired by a client who sent us the following request:
I was asked by a senior manager for an example of the [...]