Purpose: The aim of the article is to present the use of selected techniques of cognitive neuroscience (EEG, GSR, HR) to study the effectiveness of social advertising in the context of promoting a healthy lifestyle. The respondents' reactions (emotions, remembering, interest) to individual fragments of the advertisement will be analyzed. The results of neural and psychophysiological measurements will be compared with the survey participants' answers provided in the survey (after the study with EEG, GSR, etc.). Design/Methodology/Approach: The cognitive neuroscience methods, allow building knowledge about human and its behavior at the level of internal psychophysiological and cognitive processes before they are integrated and verbalized in the form of an opinion or judgment on a given topic. Findings: The developments of cognitive neuroscience technique have made this discipline applicable to more and more new areas of research. These possibilities are mainly the outcome of the development in techniques for measuring brain activity and their combinations with other technologies, eg biometric measurements. They allow to correlate various mental functions with physiological sensations. Practical implications: One of the applications is to study the impact of social healthpromoting advertisements (healthy lifestyle, vaccinations, etc.) on recipients. A wellconducted social campaign with the proper design of an information message (advertisement) can directly transform it into shaping healthy life habits among people. Originality/Value: The research will allow the verification of the idea proposed by the researcher to promote healthy life habits among people.

The study is a conceptual roadmap for the development of the idea to measure the effectiveness of universities stake holders’ person factors and as well as situational ones in brand image building of an academic institution. Customer Relationship Management (CRM), internal marketing, advertising and social media are playing the role of mediating constructs and it is hypothesized that they are much more important in the brand image building process. The study is a deductive research where different concepts are taken to constitute the independent, mediating and dependent construct leading to build a new concept. Brand image has been studied in a different industry. However, the brand image of an academic institution that attracts the students to take the admission with measuring the effect of other components on it, is a different kind of study. This research is in its preliminary phase where it has been checked with literature. Secondary information serves as the base of study. Most of the available literature and theories have been incorporated and explained clearly for the understanding of the thought. Keywords: advertising, brand image, CRM, internal marketing, social media JEL: M31, M37