PT - JOURNAL ARTICLE AU - Andrea Ciceri AU - Vincenzo Russo AU - Giulia Songa AU - Giorgio Gabrielli AU - Jesper Clement TI - A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads AID - 10.2501/JAR-2019-015 DP - 2020 Mar 01 TA - Journal of Advertising Research PG - 71--86 VI - 60 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/60/1/71.short 4100 - http://www.journalofadvertisingresearch.com/content/60/1/71.full SO - J Advert Res2020 Mar 01; 60 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.