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


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.


Unlimited Access Free
Signup & Access More than 10 Million+
  • Textbook Solutions
  • Flashcards
  • Homework Answers
  • Documents
All Chapters Solved


Is this a textbook?

We do not endorse or sell any Textbooks in this service. This is only a solution guide for the textbook shown. So, you will find all the answers to questions in the textbook, indexed for your ease of use. ExploreNow!

I am unable to find the book I need.

You can request for your textbook to be answered. While you may get the book resolved within 15-20 days’ subject to expert availability and can access it at no cost if you are premium member, We encourage you to use our Study Help service for the specific question or even a full chapter you currently, need within a 24-48-hour window.

My book is similar but not the same!

This may be due to different versions or editions of the same book. You can check the table of contents and match the questions in each chapter (As you can see, the questions are free to view for the entire book). You can subscribe if you decide the step-by-step solutions will be useful albeit the differences.

Not all questions are answered!

We try not to post guidebooks that are under progress. However, some guides are so high in demand that we have to post them as we work on them. If you find the notification stating, "An expert is currently solving this for you" in the answer section, you can contact customer support to know the status or even get an instant answer if you are a premium member.

The ISBN's are not matching!

Check if there are other ISBN's mentioned on the book cover page. If it still does not match, check the samples available to ensure you are on the right guide. 

Can I see some samples?

Every chapter in the book has the first three solutions displayed in full for free. Browse the chapters and questions to view the same. 

Is it possible to see a specific answer before I subscribe?

Contact customer support via Live Chat to request the same. They will assist you with the full answer if it is a simple question or a partial answer to assure you of the availability if it is a large solution.