Millward Brown: Case Study Business Challenge Virtual media has experienced explosive growth in recent years, while physical media, such as print and direct mail, has declined. The UK’s Royal Mail wanted to understand whether there are any differences in the communications effectiveness of physical and virtual media. Our Response We decided to investigate how the brain processes physical marketing materials, such as direct mail, compared to virtual (or digital) materials presented on a screen. Given the learning from other forms of advertising research about the importance of emotion in driving marketing success, there was particular interest in understanding the emotional processing evoked by the different forms of media. Working in collaboration with the Centre for Experimental

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