RT Journal Article
SR Electronic
T1 What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 53
OP 66
DO 10.2501/JAR-2016-051
VO 57
IS 1
A1 Steven Bellman
A1 Magda Nenycz-Thiel
A1 Rachel Kennedy
A1 Laurent Larguinat
A1 Bruce McColl
A1 Duane Varan
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/1/53.abstract
AB 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.