Jaime GuixeresEnrique BignéJose M. Ausín AzofraMariano Alcañiz RayaAdrián Colomer GraneroFélix Fuentes HurtadoValery Naranjo Ornedo

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

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edgargadjievhas quoted3 years ago
As a result, they are in a unique position in the field of advertising effectiveness to assess relative advertising performance between any competitive set of ads imaginable, both across different industries and different time periods.
edgargadjievhas quoted3 years ago
the cognition effect of advertising is measured through ad recall.
edgargadjievhas quoted3 years ago
the emotional dimension is typically used in evaluating the effects of advertising,
edgargadjievhas quoted3 years ago
First, perception, and particularly exposure to the ad is recognized as the first step in any evaluation process.
edgargadjievhas quoted3 years ago
Humans may not remember each advertisement they have been exposed to, but neuroscience techniques can detect conditions that lead to the memorization of advertising.
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