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-Bass Institute for Marketing Science, University of South Australia
Laurent Larguinat
Mars, Inc.
Duane Varan
MediaScience
MANAGEMENT SLANT
- Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness.
- The ultimate goal of brand advertisements is to sell; therefore, testing ...