Özet:

Neuromarketing: A Retrospective Review of Researches on Assessment of Advertisement Effectiveness by Means of Psychophysiologic Techniques Advertising effectiveness can be assessed by means of verbal, behavioral and psychophysiological measures. The use of verbal or behavioral measures is the traditional approach for evaluating of advertising effectiveness and it has been criticized in many aspects. Marketing researchers have developed neuromarketing concept with the collaboration of neurology and psychology to compensate for the limitations and deficiencies of traditional approaches. A new perspective that could not be discovered with traditional approaches is developed by the application of psychophysiological techniques on consumer behaviors. Many foreign researches in this field have been carried since 1960s. However, this field recently has been recognized in Turkey. After a review, it is observed that Turkish literature is quite insufficient on this field

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