HOW ADVERTISING WORKS
In pursuit of the scientific answers behind the art of advertising
For the past decade, NCS has been a leader in advancing the advertising industry, conducting studies that deepen our understanding of consumer behavior and oftentimes revolutionize how we think about advertising. Leslie Wood, NCS Chief Research Officer and 2019 Erwin Ephron Demystification Award winner, has led several pieces of seminal research that continually push the advertising industry forward.
From the landmark How to Build Brands study, to confirming Recency Theory, to proving the importance of creative on a neurological level, NCS is helping identify how to make advertising more effective. And those achievements are reflected in the services we offer. Though the research is varied, it’s all focused on the same singular theme: Showing, scientifically, how advertising works.