Mars tests TV ads with neuro tools

NEW YORK: Mars Inc., the international food group, has funded a new piece of research to help determine the most effective consumer-engagement drivers in television advertising. The study, What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads: A Demonstration of Neuromeasures' Potential on 100 Mars Brand Ads with Single-Source Data, appears as part of a special "What We Know About Television in Advertising Now" section in the latest issue of the Journal of Advertising Research (JAR).

News 8 years ago Unknown author

NEW YORK: Mars Inc., the international food group, has funded a new piece of research to help determine the most effective consumer-engagement drivers in television advertising.

The study, What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads: A Demonstration of Neuromeasures' Potential on 100 Mars Brand Ads with Single-Source Data, appears as part of a special "What We Know About Television in Advertising Now" section in the latest issue of the Journal of Advertising Research (JAR).

The study sought to identify evidence-based measures to inspire improved advertising practice and explore the factors behind advertising effectiveness.

More specifically, researchers from both the marketing industry and academia examined a dataset of over 100 ads for 20 brands owned by Mars Inc., and conducted lab-based tests with a sample topping 1,000 participants.

The paper's authors were Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy and Bruce McColl (all from the University of South Australia's Ehrenberg-Bass Institute for Marketing Science), as well as Laurent Larguinat from Mars, Inc., and Duane Varan from MediaScience.

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