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Emotional Response in Bank Advertisements
A Report by G&R based on fEMG
- Learn how bank advertising compares to competitive commercials in terms of emotional activation.
- See how differences in emotional response contribute to the traditional key performance indicators, of recall, persuasion, and ad liking.
- Understand how emotional responses to category advertising vary in response to key advertising elements, such as narrative styles, visual elements, branding, and messaging.
- Discover how fEMG and the measurement of emotional valence can help teams improve advertising performance.
30 category users (50% male, 50% female) ages 21-65, were recruited in central NJ, and screened through a pre-exposure survey. Qualified respondents were invited to a central location for a one-on-one session and connected to neurophysiological equipment using non-invasive sensors. After recording baseline measures, respondents were shown 10 banking commercials (rotated). Neuro-physiological responses were automatically recorded during the viewing. Following exposure, respondents take computer-assisted survey about the ads they remember, as well as attitudinal, behavioral, and demographic classification questions.
- Second-by-second measures of positive and negative activation, based on Facial Electromyography (fEMG), the gold standard for measuring emotional valence.
- Survey-based diagnostic measures of Recall, Persuasion, and Liking
- Executive summary and analysis of key overall and commercial-specific findings in MSWord
- Video Displays: Dynamic, second-by-second response to each commercial overlaid with the commercial
- Panograms: Static traces of positive and negative response for each commercial with call-outs of key scenes
- Optional Skype/WebEx-type or In-office work session and PPT presentation of results.
- Complete study as described above (all ten commercials): $7,800
- Individual commercials only (video display, panogram and commercial-specific key findings): $3,000 per commercial
- Work sessions:
- Skype/WebEx-based: $1,000
- On-site: $2,000, plus travel
- Special analyses are available for an upcharge on a time and material basis