A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

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.

MANAGEMENT SLANT

  • The PDF version of the newspaper yielded the highest memory performance, the greatest visual attention, and the highest electroencephalography (EEG) frustration index (defined as a “state of perceived irritation”) while participants watched advertising messages.
  • The website had the lowest performance in terms of visual attention and memorization.
  • The study provides relevant insights for marketers related to the choice of medium and to benefits in the practical use of neuroscience methods.

INTRODUCTION

Today people are reached by advertising messages through different media, as television and newspapers have been flanked by new devices, such...

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