TY - JOUR T1 - A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2019-015 SP - 10.2501/JAR-2019-015 AU - Andrea Ciceri AU - Vincenzo Russo AU - Giulia Songa AU - Giorgio Gabrielli AU - Jesper Clement Y1 - 2019/04/26 UR - http://www.journalofadvertisingresearch.com/content/early/2019/04/24/JAR-2019-015.abstract 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. ER -