ENGG 390 Reports (MEM Students)
Degree Program
M.E.M
Year of Graduation
2021
Sponsor
Merchant Mechanics, Inc., West Lebanon, NH
Faculty Advisor
Eric S. Bish
Document Type
Report
Publication Date
Fall 9-10-2020
Abstract
Merchant Mechanics, Inc. is an award-winning consumer research firm specializing in shopper behavior and consumer neuroscience. This ENGG 390 project is an advertising research study to understand effects of a psychological heuristic known as the ‘Peak-end Rule’ in video advertisements using real time brain and body-derived responses. The objectives of this project are: 1) To measure the extent to which KPIs effectiveness change with time of exposures, platform, and branding type in video advertisements. 2) To provide insights to managers in terms of attention, emotion, engagement and recall to adapt to upcoming new standards of cross-platform video advertisement measurements.
Level of Access
Restricted: Campus/Dartmouth Community Only Access
Dartmouth Digital Commons Citation
Kshirsagar, Omkar, "Evaluation of Duration-weighted Impression Metrics in Video Advertising" (2020). ENGG 390 Reports (MEM Students). 67.
https://digitalcommons.dartmouth.edu/engs390/67
Restricted
Available to Dartmouth community via local IP address.