search query: @author Wedel, M. / total: 12
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| Author: | Wedel, M. Pieters, R. |
| Title: | Eye fixations on advertisements and memory for brands: a model and findings |
| Journal: | Marketing Science
2000 : FALL, VOL. 19:4, p. 297-312 |
| Index terms: | Advertising research Brands Consumers |
| Language: | eng |
| Abstract: | The number of brands in the marketplace has vastly increased in the 1980s and 1990s, and the amount of money spent on advertising has run parallel. Print advertising is a major communication instrument for advertisers, but print media have become cluttered with advertisements for brands. Therefore, it has become difficult to attract and keep consumers´attention. |
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