ABSTRACT
The neuromarketing industry has expanded. More buyers are using neuromeasures and more new suppliers have entered the market. This chapter reviews evidence for the utility of neuromarketing measures for pretesting TV and video ad effectiveness. The Advertising Research Foundation’s two neurostandards trials showed that these new measures are related to sales but also highlighted the need for vendors to offer greater transparency and continued dialog about the validity of their measures and recommendations. This chapter surveys how the industry has responded to these two challenges and provides the latest guidance on how to choose the right neuromarketing measures.
