Investigating the Effectiveness of Advertising on Customers' Minds Using Neuromarketing

Purpose: The main objective of this study is to investigate the possibility of the impact of advertising on customer minds using neuro-marketing in Tabarak food products, according to experts' opinions. Nowadays, advertising costs have skyrocketed, making it crucial for large organizations to investigate the impact of advertising on customers' minds. One method of evaluating the impact of advertising on customer minds is through neuromarketing. Using its specialized tools, neuromarketing achieves its goals more accurately than other marketing methods. Methodology: This survey-analytical study has a statistical population of 104 sales experts from food industry companies and advertising company managers in Mashhad. The sample size was 82 individuals based on simple random sampling according to the Krejcie and Morgan table. Findings: PLS software was used to examine the statistical hypotheses, and the results of this study showed that the output of neuro-marketing has a positive effect on the effectiveness of advertising. Originality/value: The positive impact of advertising effectiveness on brand value, brand trust, and purchase intention was confirmed.