Brains & Advertising don't mix.
OMG! I’m missing the Emotion in Advertising presentation in the Bloomberg Building! Taxi! Ahem. So, using biometrics and fMRI imaging (snicker), ARF, ANA, and AAAA (men & women of letters) have completed research that they claim will help agency bullshitters learn what makes an ad work.
Yeah. Good one.
Clients of course want guarantees that advertising works. So agencies employ overpaid marketing eggheads to come up with shitpiles of white paper to back up something like, oh let's go with, Burger King's Herb The Nerd campaign.
40 mil down the shitter for that gem. But I'm sure brain scans of the focus group members would have foretold that.