"In the not-too-distant future, firms will be able to tell precisely if an advertising campaign or product redesign triggers the brain activity and neurochemical release associated with memory and action, " predicts James Bailey, professor of organizational behavior at George Washington University.

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Mayer said Google doesn't release the data for competitive reasons and for issues related to online advertising.

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Unlike his predecessor, he hasn't sought to challenge long-held practices by shortening the "window" between theatrical and DVD release dates or embracing social media in order to spend less on television advertising.

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