Neurobadania skuteczności reklamy ‒ przykłady zastosowań
Neuromarketing Research of Advertising Effectiveness ‒ Examples of Application

Summary/Abstract: The aim of this article, which is of review and research-based character, is to explain the possibilities of application of neuromarketing research in order to estimate the effectiveness of advertising. Starting from the review of literature and internet sources as well as from research analysis, the effectiveness of advertising and possible use of neuromarketing research are described in the paper. Next, the matter of qualitative own research is presented, where the author was searching for answers to the following questions: is any kind of neuromarketing research (if any) applied in order to estimate the effectiveness of advertising? Who carries them out? What are they? What results do they bring? Finally, the case studies of neuro-methodologies applications in order to estimate the effectiveness of advertising are brought closer in the paper. Thus, the observations were made, such as: neuro-methodologies are highly useful, they allow to analyse the human reaction on various stimulants and are very often used. Social implications are both: positive – considering superior values of tested advertisement and negative – considering threats i.e. interference in processes in a living organism and controlling of their behaviours.

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