Higher education institution promotion as an example of neuromarketing in advertising

The dynamics of modern advertising and marketing development, strong competitiveness and deepening personalization directly stimulate companies in different spheres to get wide understanding of their consumers, as well as to search for creative solutions to influence their purchasing behavior. In this context, neuromarketing research is becoming an integral part of advertising campaign strategies, providing unique insights into consumer psychology. Considering these new opportunities, the authors of the article provide advantages and limitations of usage neuromarketing research in attracting applicants - an important task of high-profile institutions of Higher Education in our country. The results of the feasibility of implementing this approach in a marketing campaign aimed at promoting educational programs are presented.