RT Journal Article
SR Electronic
T1 A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 71
OP 86
DO 10.2501/JAR-2019-015
VO 60
IS 1
A1 Andrea Ciceri
A1 Vincenzo Russo
A1 Giulia Songa
A1 Giorgio Gabrielli
A1 Jesper Clement
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/1/71.abstract
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 (EEG) brain scanner, and memory test.