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Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 18, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53913 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 18, Problem Additional_Discussion_Questions 1 : 11.The chapter discusses the use of neurosciences to...

11.The chapter discusses the use of neurosciences to assess viewers’ evaluation of commercials. What are the pros and cons associated with these methods? When should advertisers use them? (LO3)

 

Step-By-Step Solution

11.

The chapter discusses the use of this research methodology and the pros and cons associated with it. As noted in the text, it often requires that multiple measures of effectiveness be taken to truly evaluate the effectiveness of an ad.

Proponents of neurosciences like the fact that it yields an autonomic response and that it is not subject to socially desirable response issues. They also like the fact that the commercials often correlate highly with other measures such as recall. Like medicine, they claim, the more about how we understand the impact of commercials on the brain, the more we will learn about consumers.

Those less enthralled with these measures have cited a number of problems, some even going so far as to call them “junk science”. They contend the measures contribute nothing and are less valuable than focus groups in providing insights.

One of the limitations of physiological measures is that the research provides an indication as to what the reaction is, but not necessarily why. In other words, I know your response, and the degree of your response, but have little or no insights as to why.

As noted, the best solution is to combine these measures with additional measures. Neuroscience clearly makes a contribution to our understanding, but will provide even more insights if combined with other methodologies.

 

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