ABSTRACT
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.
- Received October 4, 2017.
- Received (in revised form) June 24, 2018.
- Accepted August 9, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 1
