Hooman Amiri - PhD student in Marketing Management, Department of Business Administration, , Payame Noor University, Tehran, Iran
Ali Ghorbani - Assistant Professor of the Department of Business Administration, Payame Noor University, Tehran, Iran
Mahshid Soleimani - Ph.D. candidate of Business Administration, Payame Noor University, Tehran, Iran

Background and purpose: Today, the role of television commercials (TVC) in encouraging consumers to buy and increase awareness of a product or service is more important than ever. Therefore, the concern of advertising designers is how a TVC can influence consumer decision and audience behavior in a limited time. The aim of the current research is to design an efficient TVC model with neuromarketing approach.Method: The research method is mixed (qualitative-quantitative) and descriptive-survey. First, the factors related to the effectiveness of neuromarketing advertisements were identified based on the literature and research background. In the Delphi phases, all factors were validated with the opinion of experts. Finally, the final model was obtained. The statistical sample included ۱۵ neuromarketing experts. Delphi method and Kappa coefficient of agreement were used to validate the factors.Findings: The results showed that an efficient television ad in the field of neuromarketing has seven main dimensions of 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: In the field of neuromarketing advertisements, in order to increase the efficiency of television advertisements, paying attention to the dimensions and components of the proposed model, such as innovation and advertisement structure, scenario, artistic and emotional elements in the design of a television advertisement, is remarkably important and necessary.

Neuromarketing, TV commercials, Delphi, Effective Advertising