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This paper reviews the concept of touchpoint planning based on contemporary research into human psychology, attitudes, loyalty and persuasion, and then describes a model and practical tool for putting this learning into practice based on the CODAR system. It draws from research in three areas: 1 human psychology, which is signifi cantly shifting much of the theory about consumer attitudes as developed over the previous 30 - 40 years; 2 marketing communication, and in particular integrated communication, from the perspective of both planning and evaluation and 3 database / data-driven marketing, taking brief note of recent developments in digital technology. The approach is unusual, since it borrows from advertising research to develop best

Evolutionary implications for touchpoint planning as a result of neuroscience: A practical fusion of database marketing and advertising