Why is behavioural science important to advertising?

Will Hanmer-Lloyd, Head of Behavioural Planning at Total Media, is currently writing a monthly series for Mediatel examining the ways behavioural science challenges some of the historic approaches of the ad industry. Take a look at his first insight, which introduces why behavioural science is important to advertising. All of Will's insights are available on Mediatel: https://mediatel.co.uk/newsline/profile/William%20Hanmer-Lloyd