An approach to the implementation of neuromarketing techniques by European private TV broadcasters

Resumen

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.

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Biografía del autor/a

Verónica Crespo-Pereira, Pontificia Universidad Católica del Ecuador- Sede Ibarra

Doctoranda en Comunicación por la Universidad de Vigo.  Beca predoctoral de la Xunta de Galicia.

 

Pilar García-Soidán, Universidad de Vigo
Pilar García-Soidán es licenciada y doctora en matemáticas por la Universidad de Santiago de Compostela. Imparte docencia en la Universidad de Vigo, como catedrática de escuela universitaria del área de estadística e investigación operativa. Desarrolla su investigación en el campo de la inferencia no paramétrica, en estadística espacial y en estudios de aplicación de la metodología estadística a las ciencias sociales y medioambientales. Ha sido autora o coautora de más de 30 publicaciones y ha presentado más de 90 comunicaciones en seminarios y congresos
Valentín-Alejandro Martínez-Fernández, Universidad de A Coruña

Valentín Alejandro Martínez-Fernández es licenciado en ciencias de la información por la Universidad Complutense de Madrid (UCM). Máster MBA en dirección y administración de empresas por la Universidad de A Coruña (UDC). Doctor en ciencias de la información por la UCM y profesor titular de universidad en la Facultad de Economía y Empresa de la UDC. Es coordinador del grupo de Investigación en Marketing Aplicado (iMARKA) de la UDC. Ha sido director del diario El ideal gallego así como directivo en otras empresas informativas. Es autor de artículos sobre medios de comunicación y estrategias de comunicación. http://orcid.org/0000-0003-0069-675X

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Publicado
2019-09-17
Cómo citar
Crespo-Pereira, V., García-Soidán, P., & Martínez-Fernández, V.-A. (2019). An approach to the implementation of neuromarketing techniques by European private TV broadcasters. Profesional De La Información, 28(5). https://doi.org/10.3145/epi.2019.sep.04
Sección
Artículos de investigación / Research articles

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