Integrating Logos in Visual Advertising: A Neuromarketing Study

Henrik Hove & Mikkel Toft Jensen

Student thesis: Master thesis

Abstract

With the aim of presenting normative solutions to industry professionals i.e., marketers/advertisers, this thesis seeks to test the optimal brand logo placement and exposure time in terms of enhancing communication effectiveness towards consumers/viewers. By employing a sequential mixed-method research design using both qualitative and quantitative methods along with a ‘mock’ neuromarketing experiment, the significance of both brand logo placement and logo exposure time within commercials is tested. Ultimately, no statistically significant difference, in terms of communicative effectiveness, was found between manipulating the placement of the brand logo or the exposure length. As such, while this thesis does not present any groundbreaking revelations for advertising practitioners, it does however provide an insightful look into the contrasting beliefs held within the industry and academia surrounding creativity and advertising effectiveness. Nevertheless, it does conceptualize how a pilot study can be set up and used for future research. Finally, the thesis highlights the potential future directions new technology can help steer the industry toward, enabling advertising/marketing professionals to peer ever deeper into the mind of the consumer in an effort to understand and communicate with them even better.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2021
Number of pages115
SupervisorsJesper Clement