There is little doubt that the most effective advertising campaigns engage consumers on an emotional level.
What this means in practice is that the message (i) is perceived to be salient to themselves, (ii) touches on an emotional need, and (iii) help to encode the product or service automatically or implicitly into long term memory. Importantly, the way in which this engagement occurs tends to be at the nonconscious level, such that consumers are often unable to articulate why some campaigns appeal to them and others don't (and even when they are able to articulate it, their reason may be based on a search for plausible reasons why it appeals to them, rather than some deep self-insight).
So how can creative agencies accurately predict whether or not an idea or creative execution will engage consumers effectively? Because people's attitudes can fluctuate on a moment-by-moment basis, for example, while viewing a television commercial or social marketing campaign, listening to a radio message or political speech, it is clearly desirable to be able to monitor these emotional responses as an advertisement unfolds to identify which components of the execution are responsible for eliciting the desired response and which evoke the opposite effect. Yet most of the time consumers are not conscious of the subtle shifts in their emotions nor have insight into what their brains are encoding or why.
Over the past ten years, Neurosense has been working with creative agencies to develop objective and scientific ways of tapping into consumers' reactions to any part of an advertising campaign from a concept or story board, to a fully produced advertisement, to campaign evaluation, and an from internet based campaign, to an outdoor placement, sponsored event, television ad, radio ad, and social media campaign. We have helped clients monitor and understand how their ideas, communications, and creative executions impact on consumers' levels of emotional processing and implicit perceptions