SSPT has been proposed to have several advantages over other brain imaging techniques such as PET and ERPs.
Silberstein (1997) has used SSPT to investigate brain activity during a spatial working memory task compared to a perceptual control task, and reported that during the retention interval of the spatial working memory task there was an increase in SSVEP amplitude in the prefrontal and parietal areas and a decrease in the SSVEP latency in the prefrontal area.
The SSPT technique was used to investigate the brain electrical activity of subjects of differing levels of intelligence during a spatial working memory task, (similar to that used by Jonides et al.
The increase in the SSVEP amplitude in the posterior parietal area during the working memory tasks compared to the CPT was consistent with the recent study by Silberstein (1997), that investigated spatial working memory using the SSPT.
What's more, the percentage of labs with acceptable SSPT
program test scores during 1995 ranged from 71% to 93%.
Validated originally in neuropsychological studies of attention and memory, SSPT would appear to have great potential for the diagnosis and prediction of TV commercials' effectiveness.
The technical details of the SSPT apparatus and SSVEP recording are given in the Appendix.
A second strategy, of course, would be to pre-test desired key visuals, perhaps in storyboard form, using the present methodology, SSPT, to ensure that they elicit a left-hemisphere, fast SSVEP response.
Related to this, but obviously requiring more research, would be to learn from SSPT findings "what works" in terms of the types of visual content that spike a left-frontal hemisphere reaction.
SSPT brain imaging is especially promising for testing TV commercials because of fast recording during presentation.
There is no doubt that brain imaging provides the richest diagnostic method for evaluating TV commercials, and the fast recording permitted by SSPT brain imaging can locate strengths and weaknesses in the commercial with very high accuracy.
A facility near Thies, owned and operated by SSPT
, is capable of producing some 120,000 t/y, as a result of the 1986 expansion; the company had previously been producing relatively small quantities.