Mobile phone applications (“apps”) have generated substantial interest among marketers,
primarily because of their high level of user engagement and the positive impact this …

This study demonstrates the potential of certain neurological measures—in particular,
biometrics—to identify television advertisements that successfully lead to sales. The researchers, …

Attracting attention is a common goal for advertisers, but there is limited knowledge about
how best to measure attention. Measuring attention to advertising is a complex task because …

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials
reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, …

This paper is the first step to an understanding of how engagement with interactive television
advertisements may increase the relevancy of a brand and therefore facilitate the automatic …

Buyers in search of new neuromarketing methods that potentially can predict advertising
effectiveness face a daunting process. Vendors in this evolving industry offer a confusing range …

Advergames played on computers can be persuasive forms of advertising, especially when
players are highly involved or experience telepresence (“being there” in the game). But 30-s …

Social TV is the use of communication devices to connect with family and friends watching
other TV screens. Plausible arguments suggest both positive and negative effects of social TV …

This study reports the results of a laboratory experiment that compared the effects of partial
exposure associated with six major avoidance modes, including DVR (digital video recorder) …

The sitcom genre is one of the most enduringly popular, yet we still know surprising little about
their specific elements. This study aimed to develop a typology of humor techniques that …