This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.
Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video to track how people react to a clean room versus a dirty one.
Government-funded board South African Tourism (SAT) increased holiday bookings and changed perceptions of the country as a leisure destination in the UK through an immersive and personalised experience.
SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 2019
The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video that tracks how people react to a clean room versus a dirty one.
In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.