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Printable Handouts
Navigable Slide Index
- Introduction
- Newspaper mythology
- The hypothesis
- Neuroscience study
- The testing procedure
- Measurement of brain response - stimuli
- Brainwaves of three types of images
- Expressing the results
- Key hypothesis
- TV and NP increases brand impact by 72%
- TV and newspapers boosts ad impact by 200%
- More than the result of two media exposures
- The same pattern for ad impact
- National newspapers
- Newspapers: a powerful medium to build brands
- The power of newspapers solus is clear
- Newspapers and TV: brand saliency
- Newspapers and TV: response to key messages
- Newspapers and TV: generating brand values
- Newspapers and TV: emotional impact
- Summary and conclusions
- Thank you
Topics Covered
- Myths about newspapers as advertising medium
- complimentarity of TV and Newspapers
- unique neuroscience research
- TV/newspaper combination outperforms either alone
- newspaper advertising builds brand emotion
Talk Citation
Page, G. (2010, August 12). Neuroscience and newspapers [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/YKSJ9574.Export Citation (RIS)