Creating efficient advertising messages is becoming an ever more challenging task for experts in marketing communication. In today's world of mass media, we are witnessing an exponential rise in information which is hurtling along a wide array of novel channels and means of communication, leading to increasingly saturated content. Similarly, we are finding it harder to reach audiences with our targeted marketing messages due to the continuous decrease in the attention span of the common individual. However, with a better understanding of the processes taking place within the human mind and the elements that govern our senses, we are able to design marketing messages far more strategically. The goal of this Master's thesis is, consequently, to obtain in-depth understanding of the impact of individual audio and visual stimuli in advertising messages and to unravel their effect on attention and emotions they trigger. Using cornerstone tools of neuroscientific research, such as electroencephalography and eye-movement tracking, I carried out a detailed study of several successful video marketing messages, which revealed that musical background plays a paramount role in influencing the participants' emotions and attention compared to other stimuli. The insight gathered in this study will hopefully empower marketing communication specialists to design better marketing messages from the very start and enhance their targeted delivery during broadcast.
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