10 March 2015
- Neuroscience techniques have revealed that mail activates the area of the brain responsible for long term memory encoding (LTME), more strongly than other media
- The neuroscience research involved 163 participants – one of the largest media studies of its kind – and found that mail has an effect that means recall will be more readily triggered later on. In particular, mail has a 32 per cent more powerful effect on long term memory encoding – one of the key metrics for advertising effectiveness – than email and 72 per cent higher than TV
- When comparing to mail to other media, the neuroscience engagement measure was found to be 33 per cent higher than email and 60 per cent higher than television
- The findings are part of Royal Mail MarketReach’s 18-month research programme, The Private Life of Mail, which brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI
Neuroscience techniques have revealed that mail activates the area of the brain responsible for long term memory encoding (LTME) more strongly than other media.
The neuroscience research involved 163 participants – one of the largest media studies of its kind – and found that mail has an effect that means recall will be more readily triggered later on. In particular, mail has a 32 per cent more powerful effect on LTME than email, and 72 per cent higher than TV. LTME is one of the key metrics for advertising effectiveness,
Read more at royalmailgroup.com