1. A method comprising: analyzing first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising first electroencephalographic data from a first frequency band and second electroencephalographic data from a second frequency band, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject; identifying, using a processor, a candidate location in the source material for introduction of an advertisement or entertainment based on an interaction between the first frequency band and the second frequency band, the interaction including a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset; analyzing second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject; and determining an effectiveness of the advertisement or entertainment based on the second neuro-response data.