The use of electroencephalography (EEG) in a study into the effectiveness of advertising communication

Abstract

In an era of increased competition between companies, the retention, as well as the acquisition of new clients constitutes one of the greatest tasks for the management of any company. In order to successfully reach target clients and influence their purchasing decisions, marketing specialists utilise various forms of communication, including mass communication, of which the primary tool is advertising.The aim of this article is to present the results of a study on the effectiveness of advertising communication conducted through the use of electroencephalography (EEG). The author argues that a company utilising this method may significantly improve its existing knowledge of clients and facilitate the creation of appropriate strategies for the future, e.g. product launch strategies.