TY - JOUR
T1 - A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads
T2 - Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall
AU - Ciceri, Andrea
AU - Russo, Vincenzo
AU - Songa, Giulia
AU - Gabrielli, Giorgio
AU - Clement, Jesper
N1 - Published online: 26. April 2019
PY - 2020/3
Y1 - 2020/3
N2 - 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.
AB - 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.
U2 - 10.2501/JAR-2019-015
DO - 10.2501/JAR-2019-015
M3 - Journal article
VL - 60
SP - 71
EP - 86
JO - Journal of Advertising Research
JF - Journal of Advertising Research
SN - 0021-8499
IS - 1
ER -