A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads: Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall

Andrea Ciceri; Vincenzo Russo; Giulia Songa; Giorgio Gabrielli; Jesper Clement

doi:10.2501/JAR-2019-015

A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads: Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall

Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, Jesper Clement

Department of Marketing

Research output: Contribution to journal › Journal article › Research › peer-review

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Abstract

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets. Which medium is the most effective in terms of information memory or reading behavior is not clear, however. In this study, advertisements from an Italian newspaper were presented in three media formats: website (through the Internet with a desktop PC), paper, and a PDF version displayed on a tablet device. Responses to the same news and advertising were measured with eye tracker, electroencephalography brain scanner, and memory test.

Original language	English
Journal	Journal of Advertising Research
Volume	60
Issue number	1
Pages (from-to)	71-86
Number of pages	16
ISSN	0021-8499
DOIs	https://doi.org/10.2501/JAR-2019-015
Publication status	Published - Mar 2020

Bibliographical note

Published online: 26. April 2019

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10.2501/JAR-2019-015Licence: Unspecified

jesper_clement_et_al_a_neuroscientific_method_for_assessing_effectiveness_of_digital_vs_print_ads_acceptedversionAccepted author manuscript, 1.46 MBLicence: Unspecified

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Ciceri, A., Russo, V., Songa, G., Gabrielli, G., & Clement, J. (2020). A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads: Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall. Journal of Advertising Research, 60(1), 71-86. https://doi.org/10.2501/JAR-2019-015

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A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads : Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall. / Ciceri, Andrea; Russo, Vincenzo; Songa, Giulia; Gabrielli, Giorgio; Clement, Jesper.

In: Journal of Advertising Research, Vol. 60, No. 1, 03.2020, p. 71-86.

Research output: Contribution to journal › Journal article › Research › peer-review

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