typology of efficient tvc elements with neuromarketing approach

Background and purpose: today, the role of tvcs in encouraging consumers to buy and increase awareness of a product or service is more important than ever. marketers and ad designers are concerned about what dimensions and components are included in an effective tvc. the current research aims to typify the elements of efficient television advertisement with a neuromarketing approach. method: the research method with a qualitative approach is of an exploratory type. the factors related to the effectiveness of tvcs with the neuromarketing approach identified based on the research literature were applied to three delphi stages. the delphi panel contained 15 neuromarketing experts. along with evaluating the research literature, the final model was designed after eliminating some factors and adding some categories based on the expert panel. all factors were validated by the delphi method and the kappa coefficient of agreement. findings: the results showed that an efficient television ad in the field of neuromarketing has seven main dimensions emotions, scenario, informing factors, demographics, artistic elements, structure, and innovation, which have related components. the dimensions and components were presented in the form of an effective tvc model. conclusion: to design an efficient tvc with a neuromarketing approach, it is necessary to pay attention to 7 types of innovation, ad structure, scenario, artistic elements, emotions, informing factors and demographic characteristics and elements related to each of the mentioned types. the use of humor, surrealistic images, and unexpected events, as well as the design of an ad of fewer than 60 seconds with the speaker's voice and written expression, can increase the impact of the ad on the audience.