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| Author: | Micu, A.C. Plummer, J.T. |
| Title: | Measurable emotions: how television ads really work |
| Journal: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 137-153 |
| Index terms: | television advertising measurement emotions |
| Language: | eng |
| Abstract: | Emotional responses are complex and ought to be measured against a variety of metrics. Using three physiological (GSR, HRT, and facial EMG), one symbolic (ZMET), and three self-report (verbal, visual, and moment-to-moment) measures, the effectiveness of the same four television commercials is tested by five advertising research companies. Comparing and contrasting the physiological, symbolic, and self-report measure results, it is found among others that they should be used in combination, depending on the information needed etc. It is suggested that brand managers could use different criteria in setting the advertising objectives, reorienting the creative briefing process. |
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