A Neuroscientific Method for AssessingEffectiveness of Digital vs. Print Ads

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

26 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Gaze Tracking and Assistive Technology

Abstract

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 (EEG) brain scanner, and memory test.

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References

1964Understanding Media: The Extensions of Man 1998Eye movements in reading and information processing: 20 years of research.1979An Information Processing Theory of Consumer Choice 1991Handbook of consumer behavior 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 2006What is ‘neuromarketing’? A discussion and agenda for future research 2003Effects of positive and negative affect on electromyographic activity over zygomaticus major and corrugator supercilii 2003Internet advertising: Is anybody watching?

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