Advertising is a complex field, and many practitioners—whether in creative roles, media planning, or executive leadership—are still exploring, without clear success, what truly makes it effective. Over the years, much of the industry’s approach has been shaped by tradition and established practices, many of which are insufficient or outdated. However, recent advances in neuroscience and cognitive science are offering new perspectives that can help deepen our understanding of how advertising works.
Understanding What Drives Successful Advertising
