A really interesting paper written by Decode Marketing, constructed through implicit research, about how to leave a lasting, positive impression from advertising, marketing and all aspects of the consumer journey.
The paper describes how people, and their brains, really assess their experience. Interestingly, we do not calculate a mean average score for brand experiences, instead we relate our feelings to peaks of positive experiences, across all touch points. The "peak-end effect". Creating a peak experience, and ending on an equivalent high has the highest, most positive and lasting impact.
These are learnings which can be applied to all types of marketing, and integrated marketing.