Neuromarketing: Boost ad response through neuroscience
and Jane Leighton
The validity of advertising pretesting using self-report measures has been questioned. Can neuroscience offer more certainty that your advertising pushes the right buttons?
In the past, when science has tried to make a contribution to advertising design, the results have often been disastrous. A meta-analysis of 880 IPA Effectiveness Award winning case studies revealed that the effectiveness of ads that had been quantitatively pretested was 27 percentage points lower than those that had not. This failure to predict the success of advertising campaigns has led many to distrust any type of quantitative approach, and pretesting in general.
Knowing in advance whether a new advertising idea will elicit the desired response would obviously be hugely valuable, but why has scientific pretesting been unable to predict ad success? More importantly, are new scientific technologies able to predict ad success with any more accuracy?