British Universities Film & Video Council

moving image and sound, knowledge and access

Winning Formula, The: TV Creativity and Effectiveness

Synopsis
Proving the link between creativity and effectiveness is the holy grail of advertising research. This is a recording of an event held in June 2010 at which Thinkbox launched two brand new pieces of research exploring that very issue. One is a pioneering neuroscience study looking at how our brains process both TV and online experiences, using both of the main neuroscientific techniques - fMRI and SST - together for the first time. Thinkbox also joined forces with the IPA to bring data from the IPA Effectiveness Awards together with the Gunn Report to show just how much creativity in advertising influences business success. The line-up of speakers included Professor Richard Silberstein from Neuroinsight, Professor Gemma Calvert from Neurosense, Rory Sutherland and Peter Field from the IPA and Orlando Wood from Brainjuicer.
Language
English
Country
Great Britain
Year of release
2010
Year of production
2010
Subjects
Business studies; Media studies; Psychology
Keywords
brain imaging; business innovation; cognitive psychology; marketing; neuropsychology; television advertising; creativity

Online availability

URI
http://www.thinkboxlive.tv/2010/16june/
Price
free
Delivery
Streamed

Distributor

Name

Thinkbox

Web
http://www.thinkbox.tv/ External site opens in new window
Phone
020 7630 2320
Fax
020 7630 2321
Address
Manning House
22 Carlisle Place
London
SW1P 1JA

Record Stats

This record has been viewed 426 times.