A really interesting paper written by http://www.decodemarketing.co.uk/ 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 and most positive impact.
These are learnings which can be applied to all types of marketing, and integrated marketing.