Angelika Dimoka, Paul Pavlou and Vinod Venkatraman received a $350,000 grant from the Advertising Research Foundation (ARF) to investigate the marketing success of TV advertising. The Center for Neural Decision Making (CNDM) will establish a model to predict the success of TV advertising by evaluating multiple TV ads with multiple neurophysiological tools. Participating firms include major companies in the technology, financial, pharmaceutical, and consumer goods industries.
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