3 March 2020
Use Of Direct Mail, Neuroscience Study
LONDON, ENGLAND—
The life blood of promotional printing
The life blood of promotional printing
 The UK’s Royal Mail wanted to understand whether there are any differences in the communications effectiveness of physical and online media.  A study examining how the brain processes physical marketing materials, such as direct mail, compared to digital advertising materials presented on a screen. Magnetic Resonance Imagery (MRI) scanning was used to look directly at brain activity and better understand how brain reacts in processing advertising,
Study on the effectiveness of direct mail
Study on the effectiveness of direct mail
 “This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.“
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