An Approach to the Implementation of Neuromarketing Techniques by European Private TV Broadcasters
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http://hdl.handle.net/2183/34809
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- GI-iMARKA - Artigos [24]
Metadatos
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An Approach to the Implementation of Neuromarketing Techniques by European Private TV BroadcastersData
2018Cita bibliográfica
Crespo-Pereira, Verónica; García-Soidán, Pilar; Martínez-Fernández, Valentín-Alejandro (2018). “An approach to the implementation of neuromarketing techniques by European private TV broadcasters”. El profesional de la información, v. 28, n. 5, e280504. https://doi.org/10.3145/epi.2019.sep.04
Resumo
[Abstract]: Changes on media context urge companies to adopt alternative and innovative strategies for decision-making regarding audience’s habits and preferences. In this respect, the neuroscience methodology provides an appealing option to analyze consumers’ viewing experience. This paper aims to determine the impact of neuromarketing on TV channels for the latter purpose, through an in-depth review and a survey addressed to analyze the use of this methodology by European private broadcasters. The results achieved point to the potential of neuromarketing to improve efficacy of linear and non-linear TV commercial spaces, as well as to design television contents and to optimize the impact of social TV and multiscreen viewing.
Palabras chave
Neuromarketing
Private broadcasters
Televisión
Entertainment industry
Neuroscience
Europe
Media
Audience
Habits
Consumers
Strategies
Decision making
Impact
Optimization
Private broadcasters
Televisión
Entertainment industry
Neuroscience
Europe
Media
Audience
Habits
Consumers
Strategies
Decision making
Impact
Optimization
Versión do editor
Dereitos
Atribución 4.0 Internacional
ISSN
1699-2407