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