METHOD FOR EVALUATING THE EFFECTIVENESS OF COMMERCIAL COMMUNICATION
First Claim
1. A method of quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including the steps of:
- presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual and/or audio features which occur as a function of time;
obtaining, during presentation of the advertisement, EEG signals from the subjects from predetermined scalp sites thereof;
calculating SSVEP amplitudes and/or phase differences from EEG signals obtained from said predetermined scalp sites in order to obtain output signals which represent predetermined psychological states of each subject to said features as a function of time;
combining the output signals from said subjects to obtain pooled output signals; and
displaying the pooled output signals to thereby enable quantitative assessment of the subjects'"'"' responses to said features of the advertisement in order to assess the effectiveness of the features of the advertisement.
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Accused Products
Abstract
A method of quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including the steps of: presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual and/or audio features which occur as a function of time; obtaining, during presentation of the advertisement, EEG signals from the subjects from predetermined scalp sites thereof; calculating SSVEP amplitudes and/or phase differences from EEG signals obtained from the predetermined scalp sites in order to obtain output signals which represent predetermined psychological states of each subject to the features as a function of time; combining the output signals from the subjects to obtain pooled output signals; and displaying the pooled output signals to thereby enable quantitative assessment of the subjects'"'"' responses to the features of the advertisement in order to assess the effectiveness of the features of the advertisement.
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Citations
36 Claims
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1. A method of quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including the steps of:
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presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual and/or audio features which occur as a function of time; obtaining, during presentation of the advertisement, EEG signals from the subjects from predetermined scalp sites thereof; calculating SSVEP amplitudes and/or phase differences from EEG signals obtained from said predetermined scalp sites in order to obtain output signals which represent predetermined psychological states of each subject to said features as a function of time; combining the output signals from said subjects to obtain pooled output signals; and displaying the pooled output signals to thereby enable quantitative assessment of the subjects'"'"' responses to said features of the advertisement in order to assess the effectiveness of the features of the advertisement. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 36)
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- 33. A method of measuring steady-state visually evoked potential (SSVEP) of a subject including the step of applying time varying flicker signals only to the peripheral vision regions of the retina of a subject and not applying said time varying flicker signals to the centre of vision (fovea) of the subject.
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35. A system for quantitatively assessing the effectiveness of an audiovisual, visual or audio advertisement including:
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display means for presenting the advertisement to a plurality of subjects, the advertisement having a sequence of audiovisual, visual or audio features which occur as a function of time; means for obtaining, during presentation of the advertisement, EEG signals from said at least one subject from predetermined scalp sites of said subjects; and means for calculating SSVEP amplitudes and/or phase differences from signals obtained from the predetermined sites in order to obtain output signals which represent said predetermined psychological states of said at least one subject to said features as a function of time, to thereby enable quantitative assessment of said subjects'"'"' responses to said features of the advertisement in order to assess the effectiveness of the features of the advertisement.
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Specification