Most people who work in the ad industry will freely admit to being far more obsessed with the TV and poster ads than their civilian friends and family. But does their appreciation for their craft affect the work that advertisers, creatives or media planners undertake? @Simpaticopr Intelligent Business PR
This was the question that neuroscience research company Neuro-Insight, explored when they conducted a small sample study in conjunction with News UK.
Fifty employees of the media agency Mindshare were shown an ad break containing spots from Three, the National Trust and The Sun in the context of a TV program.
Participants were fitted with headsets and their brain responses to the ads were monitored throughout, then compared to those of 50 members of the general public.
So what did Neuro-Insight find?
The short answer is ad industry folk react differently to ads than ordinary members of the public.
Ad industry participants showed significantly higher levels of memory encoding and emotional response to advertisements, compared to the man in the street.