1 research outputs found
Mobile advertising effectiveness versus PC and TV using consumer neuroscience
This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC
and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current
situation, also discusses, how effective is mobile advertising when compared against advertising in other digital
devices, such as PC and TV.
The last few years have been characterized by an increase of the time that consumers spend on their mobile
phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already
demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may
help, not only to measure it, but also to understand its impact on consumers.
Considering this environment, this research proposes various recommendations for advertisers that may be
considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as
recommendations on how to design mobile ads that increase advertising effectiveness