EEG, facial coding, and self-report revealed that the top ads are easier to recall on self-report, generate more smiles, have higher EEG memory activation in final branding, and show more EEG “wear in.” Implications for advertisers are, as follows:
• Testing ads with the right tools, such as neuroscience, can help ensure your creative will drive earned media before it even airs.
• Social engagement throughout the program is critical. Advertisers should interact with fans real-time to boost brand buzz.
• In order to gauge campaign effectiveness, it’s important to measure how paid and earned media drives campaign success.