TV advertising: TV on the mind
David Brennan Thinkbox
A new study that measured TV viewing's stimuli on the brain shows that creative TV advertising that tells a story triggers deep emotional associations with brands
The application of neuroscience to market research means we don't have to ask people to tell us what is going on in their heads – a research approach that is often inaccurate and subject to misrepresentation. This is especially important when we want to conduct research on the effects of television, which often affects us on an emotional, implicit and subconscious level. So, rather...