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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, Laurent Larguinat, Bruce McColl, Duane Varan
DOI: 10.2501/JAR-2016-051 Published 1 March 2017
Steven Bellman
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
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  • For correspondence: Steven.Bellman@marketingscience.info
Magda Nenycz-Thiel
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
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  • For correspondence: magda@marketingscience.info
Rachel Kennedy
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
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  • For correspondence: Rachel.Kennedy@marketingscience.info
Laurent Larguinat
Mars, Inc.,
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  • For correspondence: laurent.larguinat@effem.com
Bruce McColl
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
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  • For correspondence: Bruce.McColl@marketingscience.info
Duane Varan
MediaScience,
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  • For correspondence: varan@mediasciencelabs.com
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ABSTRACT

This study demonstrates the potential of certain neurological measures—in particular, biometrics—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' 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.

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Vol 57 Issue 1

Journal of Advertising Research: 57 (1)
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What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads
Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Laurent Larguinat, Bruce McColl, Duane Varan
Journal of Advertising Research Mar 2017, 57 (1) 53-66; DOI: 10.2501/JAR-2016-051

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What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads
Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Laurent Larguinat, Bruce McColl, Duane Varan
Journal of Advertising Research Mar 2017, 57 (1) 53-66; DOI: 10.2501/JAR-2016-051
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    • ABSTRACT
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