search query: @indexterm Marketing research / total: 648
reference: 13 / 648
| Author: | Treutler, T. Levine, B. Marci, C.D. |
| Title: | Biometrics and multi-platform messaging |
| Journal: | Journal of Advertising Research
2010 : SEP, VOL. 50:3, p.243-249 |
| Index terms: | advertising research television advertising consumer research marketing research internet newspaper advertising |
| Language: | eng |
| Abstract: | The paper reports on the results of a study which examined the unconscious physiological responses of consumers to advertising via various media. A joint project of the Television Bureau of Canada and Innerscope Research, the research concentrated on biometric measurements and eye-tracking. Responses to television, radio, newspaper, and online advertisements for the same brand were compared and information on the experimental protocol is provided. The findings suggest that television was the most immersive medium, and was the most powerful in creating emotional engagement with consumer products. |
SCIMA