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

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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
Issue number1
Pages (from-to)71-86
Number of pages16
Publication statusPublished - Mar 2020

Bibliographical note

Published online: 26. April 2019

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