Brain scans reveal what makes a TV advert most effective

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Nigel Cassidy

Brain scans reveal what makes a TV advert most effective

Nigel Cassidy
Original Broadcast:

Share Radio Breakfast

Brain scans reveal what makes a TV advert most effective
Researchers at Rotterdam School of Management, have discovered what in a TV advert triggers people to find the product online. This group was shown the adverts of 11 different adverts, all created for the same brand of pain-relieving muscle and joint gel. Brain scans then revealed that an advert works best when it highlights both a product’s functional benefits and triggers the viewer’s imagination. James Brydges spoke to Linda Couwenberg, who led the research.
Guest:

Linda Couwenberg


Published:

Strand: Share Radio Breakfast


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