What is it about?
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.
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Why is it important?
The results show how evaluation of advertising effectiveness in terms of memorization, visual attention and cognitive processing is influenced by medium type. Moreover, the banner blindness hypothesis has received additional support from data presented and analyzed in this research and by means of neuromarketing techniques.
Perspectives
Certainly, this research contributes to the today’s debate on the possibilities that the neuromarketing methodology offers to understand objectively behavioral aspects to which marketing has always paid attention but with limited results.
Mr Jesper Clement
Copenhagen Business School
Read the Original
This page is a summary of: A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads, Journal of Advertising Research, April 2019, WARC Limited,
DOI: 10.2501/jar-2019-015.
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