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The article presents signs that neuromarketing has transcended its era of hucksterism and hype in 2019. Nielsen has globally 16 neuro laboratories, which include one unveiled in Cincinnati, Ohio, the home to Procter & Gamble, that is among the marketers with neuroscientists in-house. Mars published a study of 110 television advertisements revealing that neuro research by MediaScience accurately projected sales impact from advertisements 78%.

In early August, the British magazine New Scientist published a cover that had scored well on a test conducted by neuromarketers, who study the brain's response to products. But the [...]

The article discusses the use of technologies such as facial coding, biofeedback, and brain imaging by what the article refers to as neuromarketing firms such as the firm Neuropolitika, Emotion Research Lab, and Neuro Discover attempting to gather data on voters in order for political candidates to craft appealing messages. According to the article, Turkish prime minister Ahmet Davutoglu and his party the Justice and Development Party, Polish prime minister Ewa Kopacz and the Civic Platform party, and Mexican president Enrique Peña Nieto utilized neuromarketing data.

The article deals with the emergence of neuromarketing and how marketers are combining advertising and science to influence the buying decision of consumers.

To the Editor: Re ''Making Ads That Whisper to the Brain'' (Slipstream, Nov. 14), which described the emerging practice of neuromarketing: [ABSTRACT FROM PUBLISHER]

Magazines have long used focus groups to tailor their package. New Scientist took another route for its latest issue, testing whether neuromarketing, which examines the brain's response to products and brands, could help make the magazine more appealing. To find out, the British publication found 19 right-handed men who occasionally buy the magazine (on the rationale that including women and left-handed men would have required a much larger study). Those men were connected to an electroencephalograph machine, which measures brain waves, and shown three different covers for 36 seconds each. [ABSTRACT FROM PUBLISHER]

The article explores the concept of neuromarketing or buy-ology.

It sounds like a cross between ''Mad Men'' and ''Weird Science'': using magnetic resonance imaging to study brain waves and determine why people respond to some advertisements but not others. For a 20-year-old junior at Yale, the new field known as neuromarketing is the stuff not of sci-fi mash-ups but a potential career. Emily Yudofsky has long been interested in behavioral science, no surprise given that both her parents are psychiatrists; her father, Dr. Stuart C. Yudofsky, is chairman of the department of psychiatry and behavioral sciences at Baylor College of Medicine in Houston. [ABSTRACT FROM PUBLISHER]