La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Abstract

Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyse the electroencephalography signals and eye-tracking behaviours of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was congruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.Capítulo 3. Do you see what I see? Effectiveness of 360degree vs. 2D video ads using a neuroscience approach.

Self-reported and electroencephalogram responses to evaluate sponsorship congruence efficacy.

“…Only a few articles have examined the relationship between sponsorship and EEG results (Alonso Dos Santos & Calabuig Moreno, 2018;Franco et al, 2021). Regarding congruence, scarce research has linked frontal asymmetry to congruence in commercial advertising (Ausín, 2021), and no other study has linked congruence and frontal asymmetry in the field of sponsorship. Although cognitive conflicts has been associated with the upper alpha band of EEG signals (Peng et al, 2022), this is the first research that proposes to measure the effectiveness of sponsorship messages using frontal asymmetry.…”

Neuromercadotecnia Como Estrategia Empresarial

“…Sus resultados mostraron que los anuncios que generaban una mayor activación cerebral en regiones asociadas con la memoria y la atención resultaban en un aumento significativo en las ventas de los productos promocionados. En este sentido, Tesco ajustó su estrategia publicitaria para centrarse en mensajes que estimularan positivamente el cerebro de los espectadores y mejoraran la retención del mensaje (Ausin, 2021).…”