Integration of traditional and innovative methods in studying advertisements effectiveness via paper, tablet and website: a neuromarketing experiment

In the last decades the availability of portable devices as well as of internet accesses provided such great changes in people’s habits in taking advantage of media contents. Nowadays people are exposed to advertising through several media, such as newspapers, websites, and mobile/tablet applications . To establish which media might be more effective in terms of ads memorization is an ardous challange, but the answer has a great importance for strategic media planning of advertising communication. Some studies have already shown that media via paper are more effective than media via internet and websites in promoting the recall and the recognition of the ads [1],[2]. However, the scientific debate about the effectiveness of some media over the others is still an open issue.

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