Now, staying silent on social issues is just as risky as taking a stance. But there is a way to know how your consumers will react before making the leap.
In this webinar, Leslie Wood, Chief Research Officer at Nielsen Catalina Solutions, and Dr. Carl Marci, Chief Neuroscientist at Nielsen, share answers to common ad effectiveness questions based on an unparalleled industry study of nearly 500 ad campaigns.
Gain insights from three recent, ground-breaking Nielsen studies that reinforce the important role that neuroscience plays in gaining a deeper-level of understanding of consumers’ response to advertising.
How do you know if the creative you develop is truly resonating with consumers? Two winners of this year’s ARF David Ogilvy award for Excellence in Advertising Research – Kraft and the Ad Council (Shelter Pet Adoption) – used neuroscience to develop ads that resonated with consumers to drive...
With all of the time and money you invest in your advertising, you want to be sure you are measuring its effectiveness accurately—from the creative itself to its in-market performance—and optimizing with impact. Can survey-based measures truly tap into consumer memories and emotion? What can we...
David Brandt and Dr. Robert Heath highlight the way consumers process information, discuss emotive power, and explain how these concepts can be measured to predict potential ad resonance.
David Brandt and Dr. Robert Heath highlight Creative Evaluation insights and how they can be applied to iconic ads such as those that aired in the Super Bowl. Memorability matters, but how did these ads actually resonate with consumers?