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

Research output: Contribution to journalJournal articleResearch

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 languageEnglish
JournalJournal of Advertising Research
ISSN0021-8499
DOIs
Publication statusPublished - 26 Apr 2019

Bibliographical note

Epub ahead of print. Published online: 26. April 2019

Cite this

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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.",
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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, 26.04.2019.

Research output: Contribution to journalJournal articleResearch

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AU - Songa, Giulia

AU - Gabrielli, Giorgio

AU - Clement, Jesper

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