Erfolgskontrolle von Fernsehwerbespots

The book by BUYOSCOPE’s CEO Dr. Kay von Dultzig describes in part the research he conducted at his institute throughout the 1990’s.

Advertising causes the human body and periphery to react due to mental processing. In this way, brain activity can be detected by measuring reactions on the skin. While it is possible to determine the extent of thinking, it is difficult to determine exactly what is thought. For this a specific interview method is used. This method clearly shows what has long been known: that skin doesn’t lie. Now it is possible to measure it.

This method means saving valuable financial resources. It means advertising can be tested earlier: even during the concept stage (e.g. 4 alternative commercial alternatives). A further option is the testing of the final advert before use in media in order to determine success potential and to avoid unprofitable investment..

Josef Eul publishing house, ISBN 3-89012-568-9; Sold out. Remaining copies may be ordered at Buyoscope GmbH