The influence of emotionality of advertising spots on their memorization

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26138077%3A_____%2F15%3A%230000846" target="_blank" >RIV/26138077:_____/15:#0000846 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The influence of emotionality of advertising spots on their memorization
Original language description
Broadcasting of television advertising spots belongs to one of the most expensive. The expectation is high effectiveness of advertising messages, attracting of attention, invoking of emotions and storage in long-term memory of recipients. One of the direct methods to determine the effectiveness of advertising is neuromarketing research. The main objective of this study is to test the effectiveness of selected television commercials in the Super Bowl XL VIII, in New Jersey, Feb.2 2014 from the perspective of their emotional impact on the viewer of using neuromarketing survey, GSR (galvanic skin response) was the method of psychophysiological responses monitoring. Percentage expression of changes in skin galvanic reflex within individual advertising spots was compared with the results of the recall tests, which measure the depth of the memory footprint of individual advertising spots. Paper in specific research was supported by the Internal Grant Agency of the University of Finance and A
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
The 4th International Virtual Conference 2015 (ICTIC 2015)
ISBN
978-80-554-1002-9
ISSN
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e-ISSN
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Number of pages
4
Pages from-to
16-19
Publisher name
EDIS ? Publishing Institution of the University of Zilina
Place of publication
Žilina
Event location
Žilina
Event date
Jan 1, 2015
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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