The full report can be read here at Millward Brown.

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The company crows that the Dodge Ram spot just received the highest-ever awareness score among 250 auto spots tested in the past decade by market researcher Millward Brown.

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According to a press release from branding agency Millward Brown, facial coding by Affectiva and their own Link copy-testing will be the primary technique used to gauge consumer emotions.

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Nigel Hollis, a former consumer goods marketer who is now chief global analyst at research agency Millward Brown, says nonconscious indentification may work well for simple, everyday purchases such as a box of Twinings tea, but bigger, more expensive purchases, such as a new car, are likely to involve much more complex decision making.

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Unilever is also pursuing a similar 100% testing approach with Millward-Brown.

FORBES: Neuromarketing: For Coke, It's the Real Thing