Predicting advertising efficiency - panel, neuromarketing, or theory-driven message analysis?

Bruno Poyet and Olivier Koenig

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions.

Predicting advertising efficiency – panel, neuromarketing, or theory-driven message analysis?

Bruno Poyet and Olivier KoenigImpact Mémoire!, France

INTRODUCTION

Predicting the efficiency of an advertisement campaign is extremely valuable for an announcer before money is spent to start the campaign. Most of the time such predictions rely on market and opinion research based on panel analyses.

However, it is well known that the impact of an advertisement campaign is sometimes much lower than one had expected, even after an extensive panel analysis was conducted. In some more dramatic cases, campaigns have even no effect at all. Thus, recently,...

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