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

This record has been viewed 1039 times.