@article {Bellman53, author = {Steven Bellman and Magda Nenycz-Thiel and Rachel Kennedy and Laurent Larguinat and Bruce McColl and Duane Varan}, title = {What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads}, volume = {57}, number = {1}, pages = {53--66}, year = {2017}, doi = {10.2501/JAR-2016-051}, publisher = {Journal of Advertising Research}, abstract = {This study demonstrates the potential of certain neurological measures{\textemdash}in particular, biometrics{\textemdash}to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data). To the authors{\textquoteright} knowledge, the dataset is the largest ever studied: more than 100 consumer-packaged-goods advertisements for 20 Mars, Inc., brands, combined with laboratory testing from more than 1,000 respondents. The goal of the research, funded by Mars, was to identify evidence-based measures to inspire improved advertising practice and to explore the factors behind advertising effectiveness.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/57/1/53}, eprint = {https://www.journalofadvertisingresearch.com/content/57/1/53.full.pdf}, journal = {Journal of Advertising Research} }