How to Use Neuromeasures to Make Better Advertising Decisions: Questions Practitioners Should Ask Vendors and Research Priorities for Scholars
Ehrenberg-Bass Institute, University of South Australia
MANAGEMENT SLANT
- Traditional measures of advertising effectiveness are not sufficient to fully understand response to advertising, so new approaches to advertising testing should continue to be investigated.
- Neuro-approaches are promising but not yet perfect—the data needs to be manipulated to "see" the patterns; the outputs require interpretation; and different software can give different answers.
- Marketers should be somewhat skeptical of the new tools, ask lots of questions of...