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

Autores/as

DOI:

https://doi.org/10.3145/epi.2019.sep.04

Palabras clave:

Neuromarketing, Private broadcasters, Television, Entertainment industry, Neuroscience, Europe, Media, Audience, Habits, Consumers, Strategies, Decision making, Impact, Optimization.

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 Information Professional, 28(5). https://doi.org/10.3145/epi.2019.sep.04

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Artí­culos de investigación / Research articles