Marketing Professors’ Research Featured at American Advertising Conference and in the News

Listen to Associate Professor of Marketing and Associate Director of Suarez Applied Marketing Research Laboratories Terry Daugherty, Ph.D., on WAKR-AM’s Jasen Sokol Show as he discusses research linking the financial success or failure of "direct-response" TV ads to specific areas of the brain. Dr. Daugherty,Dr. Federico de Gregorio, and Kathleen Kennedyfrom the Marketing Department also were part of a team that presented their work using dense-array electroencephalography (dEEG) to evaluate advertising during the “New Approaches to Measuring Advertising Effectiveness” session at the recent American Academy of Advertising Conference.