The Neuromarketing Analysis and the Categorization of Television Commercials

László Nagy

doi:10.32976/stratfuz.2020.16

Authors

László Nagy University of Miskolc

DOI:

https://doi.org/10.32976/stratfuz.2020.16

Keywords:

neuromarketing, consumer neuroscience, marketing research, communication strategy, advertising

Abstract

This paper is in line with the international and local trend and deals with the categorization of TV ads, defining experiential and functional commercials. Introducing their characteristics and presenting the importance of measuring emotions. Particularly presenting two dimension of factors, the product category and the economic development of a market that can influence the successful and effective TV ad communication strategy.

Author Biography

László Nagy, University of Miskolc

PhD student, University of Miskolc

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