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

05/21/2015

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.