Mega-sporting events are always mega-advertising events, and the cost to become a sponsor or advertiser is a huge commitment of corporate dollars. The inevitable question that arises after the event is, “Was it worth it?” NeuroFocus, a neuromarketing research company, has released their “Beijing Brand Study” which attempts to answer that question for the 2008 Summer Olympics. One of the firm’s key measurement variables is “Brand Perception Lift,” which they define as “the degree to which certain specific brand attributes experience a gain in consumers’ subconscious associations with the brand.” […]