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Identification of the Features of the Perception for Soft Drinks Commercials at the Subconscious and Conscious Levels

Student: Valeriya Kupina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2020

The master's dissertation is devoted to the study of various aspects of the perception of commercials at the conscious and subconscious levels of the perception. The aim of this work was to analyze the perception of soft drinks commercials using both neuro and traditional research methods. The dissertation consists of four chapters. The first chapter is devoted to the theoretical aspects of creating commercials. According to this we operationalized the basic concepts related to advertising, defined the place of video advertising in the companies` communication system, considered aspects of the advertising impact on consumers and the perception of advertising on a conscious and subconscious levels. Based on the theoretical review, we formulated two hypotheses, which were further tested as part of an empirical study. In the second chapter, we found out the main methods to study the perception of commercials: traditional, neuromarketing methods and their combination; moreover, we provided examples of practical studies used these methods. We determined that use both traditional and neuromarketing methods helps to avoid lots of mistakes and limitations. The information obtained was also used while creating the design of the study. A three-stage empirical study was conducted in the third chapter. At the first stage, we conducted expert interviews to get the insights from employees of neuromarketing agencies. The data obtained allowed us to confirm two hypotheses, formed according to the results of the first chapter, as well it let us to generate the third one. At the second stage, we analyzed the results of the neuroscience study, which was carried out on the basis of the Neurotrend Research Laboratory. At the third stage, we conducted a formalized survey (based on neuromarketing study). Next, we compared the data obtained in the second and the third stages of the study to identify the similarities and differences of the subconscious and conscious evaluation of commercials. In the fourth chapter, relying on the results of an empirical study, we confirmed all hypotheses, as well as formulated a number of practical recommendations for increasing the effectiveness of commercials for each brand participating in the experiment. The theoretical significance of the scientific dissertation was to find out similarities and differences between the results of conscious and subconscious evaluations of videos; tested a number of hypotheses to clarify some general and particular aspects of the perception of commercials by respondents at the conscious and subconscious levels. The practical significance of this work dealt with the development of practical recommendations for increasing the effectiveness of non-alcoholic beverages commercials participating in the study. These recommendations can be used by brands to develop the following videos and advertising campaigns.

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