BEHAVIOURAL REACTIONS TO THREE NEW TELEVISION ADVERTISEMENTS

JUNE 2016

Commissioned by

SOUTH AFRICAN MILK PROCESSORS ORGANISATION (SAMPRO)

Compiled by the

BUREAU OF MARKET RESEARCH

College of Economic and Management Sciences

BEHAVIOURAL REACTIONS TO THREE NEW TELEVISION ADVERTISEMENTS

JUNE 2016

Study commissioned by

SAMPRO

Report compiled by

Prof. J.P.R. Joubert (DCom. Consumer Psychology)

BUREAU OF MARKET RESEARCH

College of Economic and Management Science

CR Pretoria 2016

TABLE OF CONTENTS

Page

LIST OF TABLES ................................................................................................................................ iii

LIST OF EXHIBITS .............................................................................................................................. iii LIST OF FIGURES .............................................................................................................................. iv ACKNOWLEDGEMENTS ................................................................................................................... v CHAPTER 1: BACKGROUND, AIM AND SCOPE OF STUDY 1.1 INTRODUCTION ................................................................................................................ 1 1.2 RESEARCH AIM AND SCOPE ............................................................................................. 3 1.3 REPORT LAYOUT ............................................................................................................... 3 CHAPTER 2: RESEARCH METHODOLOGY 2.1 INTRODUCTION ................................................................................................................. 4 2.2 RESEARCH DESIGN ............................................................................................................. 4 2.3 RESEARCH INSTRUMENTS .................................................................................................. 5 2.4 DATA COLLECTION .............................................................................................................. 6 2.4.1 Biometric research ............................................................................................................. 6 2.4.1.1 Eye tracking ......................................................................................................................... 6 2.4.1.2 Galvanic Skin Response and heart rate monitor ................................................................. 8 2.4.1.3 Recognition of facial expressions ........................................................................................ 8 2.4 DATA COLLECTION PROTOCOL .......................................................................................... 8 2.5 ETHICS ................................................................................................................................. 8

2.6 INTELLECTUAL PROPERTY RIGHTS ..................................................................................... 9 2.7 QUALITY CONTROL ............................................................................................................. 9 2.8 CONCLUSION ...................................................................................................................... 10 CHAPTER 3: ANALYSIS OF FINDINGS 3.1 DATA ANALYSIS .................................................................................................................. 11 3.2 FINDINGS ............................................................................................................................ 11 3.2.1 Biometric measures ........................................................................................................... 12 3.2.1.1 Ball 30 ................................................................................................................................. 13 3.2.1.2 Hammock 30 ....................................................................................................................... 13 3.2.1.3 Pool 30 ................................................................................................................................ 13 3.2.1.1 Ball – Go Guy ....................................................................................................................... 14 3.2.1.2 Hammock – Go guy ............................................................................................................. 14 3.2.1.3 Pool – Go Guy ...................................................................................................................... 15 3.3 LIKING ................................................................................................................................. 15 3.4 OTHER INSIGHTS ................................................................................................................ 17 3.5 CHAPTER SUMMARY .......................................................................................................... 17 CHAPTER 4: CONCLUSION AND RECOMMENDATIONS 4.1 INTRODUCTION .................................................................................................................. 18 4.2 CONCLUSIONS .................................................................................................................... 18 4.3 RECOMMENDATIONS ......................................................................................................... 28

LIST OF TABLES Table Page

3.1 LIKING LEVELS ..................................................................................................................... 15 3.1 SUMMARY: BIOMETRIC MEASURES .................................................................................. 19

LIST OF EXHIBITS Exhibit Page 2.1 ADVERTISEMENTS .............................................................................................................. 5 3.1 ADVERTISEMENTS BIOMETRIC MEASURES ....................................................................... 6

LIST OF FIGURES Figure Page 3.1 LIKING OF ADVERTISEMENTS ............................................................................................. 16

ACKNOWLEDGEMENTS

The following are acknowledged for their support and assistance during the research study:

SAMPRO:

o Ms C Leighton

o Mr A Kraamwinkel

o Mr D Jonker

FOXP2:

o Ms M Gouws

Mr J. Chokwe (BMR) for language editing

Mrs M. Nowak (BMR) for technical editing

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CHAPTER 1

BACKGROUND, AIM AND SCOPE OF STUDY

1.1 INTRODUCTION

Milk South Africa’s commencement with the Consumer Education Project (CEP) during

2007 resulted in various communication efforts to inform and educate the South

African consumer on the health benefits of consuming dairy on a daily basis. The

South African Milk Processors’ Organisation (SAMPRO), in its capacity as the appointed

agent to manage this project, has since commissioned various research endeavours to

establish whether these efforts are likely to bring about behaviour change in terms of

food choice based on the target markets’ reaction to such communication campaigns.

As part of this campaign a number of television advertisements have been developed.

The initial campaign was focused on the health-related benefits of dairy and included

television advertisements promoting these health-related messages. The appointed

advertising agency, FoxP2, was subsequently requested to review the then

communication strategy and subsequently presented a revised communication

strategy during March 2012. This strategy took into account the overall aim and

objectives with the CEP, the evolving CEP communication mandate and strategy, dairy

consumption and expenditure in South Africa, global dairy usage and advertising

trends and the current socio-demographic conditions in South Africa.

Contrary to the usual advertising messages through which the benefits of dairy are

clearly depicted, and given the regulations on advertising information, the adopted

strategy was portrayed in the ‘Dairy-gives-you-go’ Campaign whereby a less rational

communication strategy was used. This campaign advocates the principle that the

embedded benefits of dairy are not directly communicated but rather unintentionally

perceived by the target audience. Furthermore, the accepted revised communication

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strategy placed a strong focus on teenagers as an ideal target market for the following

reasons:

South Africa is a ‘young’ country with a very high percentage of teenagers within

the population pyramid;

Teenagers have fast growing purchasing power;

Teenagers influence parents’ purchasing decisions;

High levels of communication and interaction among teenagers, which offers a

very good chance to leverage marketing efforts through word of mouth;

Teenagers are more open to advertising messages than older target groups if

communicated in the correct manner;

Teenagers are homogenous in terms of changing attitudes;

Teenagers display little LSM differentiation, which means they have typical

teenage attitudes independent from living standard and income; and

Teenagers of today are the adults of tomorrow.

Three new television advertisements, Dusty, Stix and Loretta, specifically aimed at

teenagers, have subsequently been developed and flighted during 2015 and 2016. In

order to develop the campaign even further, FoxP2 presented the ‘ball’, ‘hammock’

and ‘pool’ concepts in 2015. These concepts are based on the mental agility of

teenagers to perform menial tasks ingeniously. Reaction to these concepts was

obtained and a report was disseminated during November 2015. The research findings

suggested certain potential weaknesses whereby teenagers could be portrayed as lazy

and unwilling to respond to a request made by an adult such as a parent. However,

positive associations and affirmations among the participants were also noted,

particularly with reference to the ‘switch of the light’ and ‘wash the dog’

advertisements. It was recommended to take note of these findings through placing

more emphasis on the ‘ingenious energy’ typical of teenage behaviour and avoiding

portraying teenagers as being non-energetic or sluggish.

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1.2 RESEARCH AIM AND SCOPE

Three television and three social media advertisements have been produced and after

considering the finished products, of the following questions were raised:

Do teenagers grasp the intended message?

What is the impact of the ‘go-guy’ in the advertisements?

Which of the advertisements are most positively received by teenagers?

Against this background, SAMPRO is interested in measuring non-verbal and biometric

reactions to the new advertisements. These measures will provide additional insight

into how teenagers respond to the new advertisements.

1.3 REPORT LAYOUT

This chapter provided the background and main aim of the research. The methodology

is described in chapter 2, followed by the analysis of the research findings in chapter 3.

Concluding remarks and recommendations are provided in the final chapter of the

report.

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CHAPTER 2

RESEARCH METHODOLOGY

2.1 INTRODUCTION

The research design, sample, research instruments and the data collection procedures

are discussed in the sections to follow.

2.2 RESEARCH DESIGN

The overall research design involved experimental research comprising mostly

quantitative analyses of the data. A number of biometric measures were applied in

the experimental research design.

2.3 SAMPLE The survey population for the study comprised of adolescents who consume dairy on a

regular basis (at least three times a week). The sample frame consisted of teenagers

and university students aged 19 to 23. The experimental and exploratory nature of the

experimental research involving biometric measures is generally based on small

samples. Therefore, and given the intensity of the observation time and procedure, a

sample of 18 participants was regarded as sufficient. The sample consisted of:

• 14 students aged 19 to 23 (8 Black, 2 White); and

• 4 learners aged 13 to 18 (3 Black, 1 White).

These participants in were recruited from areas in close proximity to the Consumer

Neuroscience Laboratory at the BMR.

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2.4 RESEARCH INSTRUMENTS

Three television advertisements created for television and three for the social media

were exposed to participants during the research. Three 30 second advertisements

are displayed in exhibit 2.1. The other three 40 to 45 second advertisements are

derivatives of these and are not displayed in the report.

EXHIBIT 2.1

ADVERTISEMENTS

Advertisement 1: Ball

Advertisement 2: Hammock

Advertisement 3: Pool

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In addition, overall liking was determined by asking participants to indicate the extent

of liking immediately after being exposed to a particular advertisement.

2.5 DATA COLLECTION

Data were collected by means of biometric measures. These measures are discussed

in the sections below.

2.5.1 Biometric research

Biometric research was conducted in the BMR Consumer Neuroscience Laboratory at

Unisa. The purpose of the biometric measures was to explore the subconscious

thoughts and preferences of participants. Behavioural measures were integrated via

the iMotions platform to allow for real-time synchronisation of all data streams,

additional statistical analysis and interpretation of data. The stimuli consisted of

billboard images providing some of the most prominent benefits associated with the

new product concept. The boards consisted of three sets, each conveying a message

relevant to the concept. Each set differed only with respect to the three names

displayed.

The following consumer neuroscience tools were utilised to obtain biometric

measures:

2.5.1.1 Eye tracking

Eye-tracking has become commonplace in all major (and often minor) market research

studies. Academic consumer research also has seen an exponential increase in the

interest for eye-tracking to gauge visual attention as a way to better understand

consumer psychology and behaviour. No serious commercial or academic researcher

can avoid using eye-tracking as a minimum requirement in their research given the

value and prominence of this measure.

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Eye tracking refers to the measurement of eye activity. More specifically, eye tracking

implies the recording of eye position (point of gaze) and movement on a 2D screen

environment based on the optical tracking of corneal reflections to assess visual

attention. While the idea of eye tracking is quite straightforward, the technology

behind it might be seen as complex and inscrutable. The eye tracker utilized in the

current research utilizes near-infrared technology along with a high-resolution optical

sensor to track gaze direction.

The underlying concept, commonly referred to as Pupil Centre Corneal Reflection

(PCCR), heavily relies on a clear demarcation of the pupil and detection of corneal

reflection. Illuminating the eye with infrared light which is not perceivable by the

human eye demarcates the pupil and the iris by way of light entering the pupil while

reflecting of the iris.

The terms fixation and gaze points are the most prominent metrics in eye tracking

literature. Gaze points constitute the basic unit of measure - one gaze point equals

one raw sample captured by the eye tracker. If the eye tracker measures 60 times a

second, then each gaze point represents 16.67 milliseconds. If a series of gaze points

happens to be close in time and range, the resulting gaze cluster denotes a fixation,

that is, a period in which eyes are locked toward a specific object. Typically, the

fixation duration is 100 - 300 milliseconds. The eye movements between fixations are

known as saccades. While looking at the stimuli, participants’ eyes do not move

smoothly across the billboard, but jump and pause, thereby generating a vast number

of saccades. The visual span refers to how much the eyes can cover between fixations.

Typically, saccades are measured in angle velocity.

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2.5.1.2 Galvanic Skin Response and Heart Rate Monitor

Whenever a human being has an emotional response, whether it is due to rewards,

danger or pain, sweat secretion occurs. These physiological reactions will likewise

affect the heart rate. These measures have proved to provide valid measures of

emotive arousal. Skin conductance responses (SCRs) are of interest in emotional

quantification, as they provide a measure of the level of arousal and engagement of an

individual in response to stimuli in their environment.

2.5.1.3 Recognition of facial expressions

Human facial expressions are signs of human inner emotions. While many expressions

are controlled, it is also known that many facial expressions are driven by unconscious

emotions. Thus, an index of facial expressions can be a valuable tool for understanding

consumer emotions and responses to anything from advertisements to gaming and

other consumer behaviour.

2.5.2 Data collection protocol

Eye tracking, galvanic skin response, heart rate and facial expressions measures were

collected after participants have been exposed to all six advertisements. It needs to be

noted that the order of exposure to the stimuli were rotated. Participants were also

interviewed after participating in the experiment during which general and more

rational reasons for their reactive responses were probed.

2.6 ETHICS

It should be noted that the BMR complies with certain ethical standards when

conducting research which involve human beings. All participants in the study were

informed about the purpose of the research, the confidential nature, the right to

terminate participation and what to expect from the research.

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The following information was also conveyed to research participants:

• An explanation of the purposes of the research;

• The expected duration of participation;

• The risk (although none anticipated) and benefits of participating;

• A statement that the research will not cause any form of harm to participants;

• A statement that subjects are free to withdraw from the research; and

• An invitation to ask questions.

2.7 INTELLECTUAL PROPERTY RIGHTS

The intellectual property rights of the study will reside with SAMPRO once the BMR is

remunerated in full. However, where content from the final research reports is used in

published versions of SAMPRO or related documents, full reference to the original

BMR authors will be assured by SAMPRO. The BMR will finally, on reasonable grounds,

negotiate with SAMPRO to use the outcome of the research findings for academic

purposes or further consultancy.

2.8 QUALITY CONTROL

The biometric research was based on a controlled experimental environment.

Measures were calibrated for each participant respectively and all were made

accustomed to using the measures by partaking in a trial experiment before doing the

actual experiment. The credibility and quality of the biometric findings was

strengthened through triangulation by using various biometric measurement

instruments and having a team of researchers involved throughout. To this end, data

triangulation, investigator triangulation, theory triangulation and methodological

triangulation were achieved.

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2.9 CONCLUSION

This chapter discussed the research methodology adopted to measure the emotive

and biometric reactions and consumers’ reactions to the new SAMPRO online advice

platform concept. The findings of the study are presented in chapter 3.

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CHAPTER 3

ANALYSIS OF FINDINGS

3.1 DATA ANALYSIS As mentioned in the previous chapter, this research design included experimental

research to investigate adolescents’ reaction to the advertisements. Findings from

these measures are presented in this chapter.

3.2 FINDINGS Eye tracking, galvanic skin response, heart rate and facial coding data were analysed

and integrated by means of IMotions software.

Eye tracking data were analysed to construct heat maps. Heat maps are static or

dynamic aggregations of gaze points and fixations revealing the distribution of visual

attention. The colour-coded scheme displayed in heat maps serve to visualize which

elements of the stimulus were able to draw attention - while red areas suggest a high

number of gaze points and therefore an increased level of interest, yellow and green

areas point toward flattening visual attention.

Skin conductance gives away more information on how individuals feel when exposed

to emotionally loaded images, videos, events, or other kinds of stimuli – both positive

and negative. No matter whether individuals are stressed, nervous, fearful, psyched

up, stroked, baffled, or surprised - whenever emotionally aroused, the electrical

conductivity of our skin subtly changes.

With GSR, we tap into unconscious behaviour that is not under cognitive control. Skin

conductivity is solely modulated by autonomic sympathetic activity that drives bodily

processes, cognitive and emotional states as well as cognition on an entirely

subconscious level. However, we simply cannot consciously control the level of skin

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conductivity. Exactly this circumstance renders GSR the perfect marker for emotional

arousal as it offers undiluted insights into physiological and psychological processes of

a person. Furthermore, increased emotional activity is associated with bodily

indicators of “autonomic arousal” such as increased heart rate, blood pressure, and

sweating.

3.2.1 Biometric measures

The MP4 videos embedded below reflect Bee Swarm analyses of eye tracking data as

well as heart rate and the aggregate positive response on emotive analysis for each of

the six advertisements tested.

EXHIBIT 3.4

Dairy Ball 30.mp4

Dairy Hammock 30.mp4

Dairy Pool 30.mp4

Dairy Ball - Go Guy.mp4

Dairy Hammock - Go Guy.mp4

Dairy Pool 30 - Go Guy.mp4

The eye tracking analyses clearly illustrate the primary areas of fixation in the

advertisements. Time spent and number of fixations indexes motivation and conscious

attention (long prevalence at a certain region clearly point to a high level of interest,

while shorter prevalence times indicate that other areas on the billboard might be

more catchy). The eye tracking, heart rate and aggregate positive emotive response

findings for each of the advertisements are presented below:

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3.2.1.1 Ball 30

Participants find Temba most interesting with some attention on the book cabinet and

figure on top it. Heart rates of 120 are observed with positive emotional valence of 3

peaking at 4.5. A number of fixations are noticeable on the open bathroom door and

bathroom. As the ball is thrown and caught, attention shifts to Temba. Attention

shifts to the writing and Temba’s face as soon as the female voice asking for the light

to be switched off. All the attention and interest shifts to what Temba is eating after

which participants diverted their attention to the ball being thrown to the switch and

back to Temba. This point in the advertisement together with the ‘Dairy gives you go’

also had an effect on positive emotions.

3.2.1.2 Hammock 30

This advertisement elicited higher levels of positive emotions (emotional valence of 6)

within the first two seconds with almost all fixations centred on the boy’s face. Heart

rate measures also increase (130) as the cell phone buzzes and milk is consumed.

Attention continues to be focused on the boy’s face until he reaches out and grabs the

phone. Higher heart rates (130) are noticeable as the rediscover dairy logo and the

dairy gives you go appears.

3.2.1.3 Pool 30

The pool advertisement is characterised by decreasing heart rate levels (from 125 to

90) within the first 5 seconds with stable levels of emotional valence (4). Almost all

fixations centred on the girls face with little or no arousal in evidence. The question

relating to washing the dog caused an increase in emotional valance (6) and increased

heart rates (115). All participants fixated on the dog while swimming to the edge of

the pool. Emotional valence remains at low levels (2) until the arrival of the dog after

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which it increases to 6 towards the end of the advertisement and the rediscover diary

logo.

3.2.1.4 Ball – Go Guy

Participants find Temba most interesting with some attention on the book cabinet and

figure on top it. Emotional valence is at about 3 with heart rate levels between 100

and 110. One participant fixated on the open bathroom door. As the ball is thrown

and caught, attention shifts to Temba. Attention shifts to Temba’s face as soon as the

female voice asks for the light to be switched off. All the attention and interest shifts

to what Temba is eating after which participants diverted their attention to the ball

being thrown to the switch and back to Temba. This point in the advertisement

together with the ‘Dairy gives you go’ also had the greatest effect on positive

emotional valence (6) after which these emotions receded. Attention then shifts to

the go guy with positive emotional valence (4) surfacing as he tries to switch off the

desk lamp. This emotive reaction prevails until the end of the advertisement. As the

go guy leaves the scene, attention shifts to ‘Dairy give you go’ and the ‘What do you do

with your go?’ and ‘Tell us and you could win’.

3.2.1.5 Hammock – Go Guy

This advertisement elicited the highest variance in emotional valence with levels of 4,

declining to 2 and increasing to 5 after 14 seconds. Heart rate measures are at

constant levels (100) and increasing to 120 as the go guy appears. Attention continues

to be focused on the boy’s face until he reaches out and grabs the phone. Emotive

valence remains at low levels throughout the go guy’s appearance in the

advertisement. As the go guy leaves the scene attention shifts to ‘dairy give you go’

and the ‘What do you do with your go?’ and ‘Tell us and you could win’.

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3.2.1.6 Pool – Go Guy

This advertisement is characterised by an increasing heart rate levels (from 100 to 120)

within the first 5 seconds with high emotional valence levels (5). Almost all fixations

centred on the girls’ face with little or no arousal in evidence. The question relating to

washing the dog caused an increase in emotional valance (5) and increased heart rates

(115). Emotional valence remains at relatively high levels (4) until the arrival of the

dog after which all participants fixated on the dog while swimming to the edge of the

pool. Emotional valence and heart rate levels remained at relatively high until the end

of the advertisement. As the go guy leaves the scene, attention shifts to ‘Dairy give

you go’ and the ‘What do you do with your go?’ and ‘Tell us and you could win’.

3.3 Liking

Participants were also requested to indicate their liking levels after being exposed to

the advertisements. Table 3.1 reflects these liking levels.

TABLE 1.1

LIKING LEVELS

Ball

Go Guy Hammock

Go Guy Hammock

30 Pool 30

Pool Go Guy

Ball 30

Like the ad a great deal (1) 11 8 6 6 6 6

Like the ad a moderate amount (2) 2 3 4 4 1 1

Like the ad a little (3) 1 3 5 2 6 6

Neither like nor dislike the ad (4) 1 0 0 1 1 2

Dislike the ad a little (5) 1 2 1 1 0 1

Dislike the ad a moderate amount (6)

1 1 1 1 2 0

Dislike the ad a great deal (7) 0 0 0 1 0 1

Average 1.94 2.29 2.35 2.63 2.63 2.73

Median 1 2 2 2 3 1

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Table 1.1 reflects that the Hammock advertisement is the most liked among the 30

second advertisements. The biometric measures confirm this sentiment indicating

higher arousal levels and positive emotive valence. The Ball Go Guy advertisement

was the most liked amongst the Go Guy advertisements.

Figure 3.1 reflects the mean liking scores where a 1 equals ‘Like the ad a great deal’

FIGURE 3.1

LIKING OF ADVERTISEMENTS

It is clear from figure 3.1 that the Go Guy as portrayed in the Ball advertisement is

particularly well liked. The Go Guy in the Hammock advertisement adds negligible

liking while the pool advertisement with or without the Go Guy realises similar liking

levels.

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3.4 Other insights

Participants were also interviewed after being exposed to the advertisements and

firstly asked what they thought Temba ate prior to throwing the ball at the light switch.

Responses varied with the majority expressing uncertainty and later mentioning bread

or fish with only three in 18 participants mentioning cheese. Participants were also

asked what they thought the main message of the advertisements were and the

majority indicated that dairy could provide you with the ingenuity to conduct yourself

in ingenious ways without compromising on what teenagers like to do, namely; resting

and relaxing.

3.5 CHAPTER SUMMARY This chapter presented several analyses of data collected by means of eye tracking,

galvanic skin conductance, heart rate and facial coding biometric measures.

Conclusions and recommendations are discussed in the following chapter.

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CHAPTER 4

CONCLUSIONS AND RECOMMENDATIONS

4.1 INTRODUCTION

This chapter presents a summary of the main findings of biometric reactions to the

new diary advertisements as well as the conclusions and recommendations.

4.2 CONCLUSIONS

As mentioned in chapter 1, the research aimed to determine if teenagers grasp the

intended message, what the impact of the ‘go-guy’ in the advertisements are and

which of the advertisements are most positively received by teenagers.

Liking levels of the six advertisements were measured cognitively using a seven point

scale. The Go Guy Ball advertisement was most liked followed by the Go Guy

Hammock, 30 seconds Hammock, 30 seconds Pool, Go Guy Pool and 30 seconds Ball.

This finding, at first glance, seems somewhat contradictory but the biometric measures

illustrate the impact of the different characters and portrayal of the Go Guy

performing different actions. The Go Guy in the Ball and Hammock consequently

elicited more positive reactions than the portrayal of the Go Guy in the pool

advertisement.

Galvanic skin conductance, heart rate monitoring and facial coding measures moreover

confirmed the finding that participants generally reacted positively to the

advertisements with acceptable levels of arousal detected in the biometric measures.

Variation in measures between the different advertisements was evident proving an

indication of which advertisements should be flighted first. Table 4.1 provides a

summary of selected key metrics:

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TABLE 4.1

SUMMARY: BIOMETRIC MEASURES

Advertisement Emotional valence Heart rate

Ball - Go Guy 3 100 - 110

Hammock - Go Guy 2 - 5 100 - 120

Hammock 30 6 100 - 130

Pool 30 4 - 6 100 -125

Pool - Go Guy 5 100 - 120

Ball 30 3 – 4.5 100 - 120

Table 4,1 illustrate the real emotional impact of the Go Guy. Participants claimed that

they like the Go Guy in the cognitive measure whilst their emotional reaction, although

positive, were not as differentiating in the biometric measures. In contrast to the

cognitive measures, the 30 second advertisements seem to be more impactful with

Hammock, Pool and Go Guy all eliciting high emotional valence and increased heart

rates. These results seem to indicate that the Go Guy provide additional

entertainment value without increased emotional valence and heart rates.

In addition, participants expressed uncertainty with what Temba ate in the ball

advertisement. Participants also seemed to correctly mention the intended message

with dairy providing the mental ingenuity to perform menial tasks.

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4.3 RECOMMENDATIONS The findings identified advertisements that can be characterised by more intense

emotional reactions and identified the parts of the screen drew the most attention.

The research also found that a combination of multiple neuro techniques with the

traditional survey techniques generates substantially enhanced findings.

Based on the research it is recommended that the sequence of flighting television

advertisements should be Hammock, Pool followed by the Ball advertisement.