Neurophysiology uncovers secrets of TV commercials

“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers’ response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure—that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.

A small frog that makes a big difference: brain wave testing of TV advertisements

It is important for the marketing industry to better understand the role of the unconscious and emotions in advertising communication and shopping behavior. Yet, traditional consumer research is not enough for such a purpose. Conventional paper-and-pencil or verbal declarations favor conscious pragmatism and functionality as the principles underlying consumer decisions and motives. These approaches should be combined with an emerging discipline (consumer neuroscience or neuromarketing) to examine the brain and its functioning in the context of consumer choices. It has been widely acknowledged that patterns of brain activity are closely related to consumers cognition and behavior. Thus, the analysis of consumers neurophysiology may increase the understanding of how consumers process incoming information and how they use their memory and react emotionally (See "Three Types of Brain Wave Research on TV Advertisements"): Moreover, as the majority of consumer mental processes occur below the level of conscious awareness, observations of the brain reactions enable researchers to reach the very core (which is consciously inaccessible) foundations of consumer decisions, emotions, motivations, and preferences.