Exciting stuff, those ‘That’s not a Buick!’ ads
Buick executives believe the ubiquitous TV commercials they’ve been running since spring — “That’s not a Buick!” — are connecting with consumers. Now they’ve got scientific proof, of sorts.
A Boston research firm that uses “consumer neuroscience” to gauge the effectiveness of advertisements says one 30-second Buick spot produced “one of the highest overall levels of emotional engagement” that the company has recorded.
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