The influence of emotionality of advertising spots on their memorization

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

The influence of emotionality of advertising spots on their memorization

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

The influence of emotionality of advertising spots on their memorization

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AJ - Písemnictví, mas–media, audiovize

OECD FORD obor

—

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

The 4th International Virtual Conference 2015 (ICTIC 2015)

ISBN

978-80-554-1002-9

ISSN

—

e-ISSN

—

Počet stran výsledku

4

Strana od-do

16-19

Název nakladatele

EDIS ? Publishing Institution of the University of Zilina

Místo vydání

Žilina

Místo konání akce

Žilina

Datum konání akce

1. 1. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—