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- W2912396866 abstract "<h3>ABSTRACT</h3> Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention. Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures, that likely are more or less sensitive to varied attention-getting creative devices. This study examines how scalable biometric measures—eye tracking, skin conductance, and heart rate—respond to 10 creative devices executed across more than 100 television advertisements with known in-market sales-effectiveness results. The study documents the relationship of different attention measures with level of attention and type of creative device." @default.
- W2912396866 created "2019-02-21" @default.
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- W2912396866 date "2019-01-24" @default.
- W2912396866 modified "2023-10-16" @default.
- W2912396866 title "Best Measures of Attention To Creative Tactics in TV Advertising" @default.
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- W2912396866 doi "https://doi.org/10.2501/jar-2019-002" @default.
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