Measuring the Effectiveness of Advertising: Understanding conscious and unconscious processing

This paper explores the added value that neuroscientific methods can bring to traditional approaches of pre-testing of TV commercials, illustrated via the testing of an ad for a well-known beer brand.

Measuring the Effectiveness of Advertising: Understanding conscious and unconscious processing

Sjoerd Koornstra

Introduction

Consumers engage very superficially when consuming media. Very often consumers watch commercials in situations where they are giving attention to something else. Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads.

In this paper I will first explain the importance of defining the right context and key metrics driving good advertising. With this in...

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