Professor Richard Siberstein (CEO Neuro-Insight & Professor at Swinburne University) started the conference with a presentation about messages to the long-term memory of the audience. On conducting research at Neuro-Insight, they use Steady State Topography (SST) in order to measure changes in the delay between the stimulus and the response (measuring neuro-processing speed in different regions of the brain). Professor Silberstein stated that the cortex is specialized, as specific regions of the cortex are specialized for specific functions, enabling researchers to measure changes in brain activity and translate the results in consumer psychology.
Lateral prefrontal cortex becomes active when an experience is stored in long-term memory (a range of different types of memory processes), and the process involves changes in the synaptic strength of various networks. When an experience is stored in long-term memory more strongly, the process starts in the hippocampus and then moves around during the next 7 to 10 days during sleep and dreaming. Prof. Silberstein commented that the activity bounce between left and right frontal lobes reflect approach (acceptance) / withdrawal (rejection) (whether the stimulus is perceived as attractive or repulsive).
Professor Silberstein said that this is almost a tautology: if relevant information in an advertisement does not enter long-term memory, the advertisement cannot be effective, as most advertising is presented well in advance of the time the purchase is made (the interval between viewing can be days, weeks, etc.). Within an advertisements, there are certain points in time in which high long-term memory encoding is very important: advertising effectiveness is correlated with the level of long term memory encoding at the time of key message and branding. This insight can optimize branded content. If people prove high long-term memory encoding on some parts of the ad, but low on the branding, they will remember the ad, but not the brand. Or worse, they will think the ad is for another brand.