What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads: Demonstrating Neuromeasures’ Potential on 100 Mars Brand Ads with Single-Source Data

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads Demonstrating Neuromeasures' Potential on 100 Mars Brand Ads with Single-Source Data

Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy and Bruce McColl

Ehrenberg-Ba

DOI: 10.2501/JAR-2016-051

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