Abstract
To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.
Originalsprache | Englisch |
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Publikationsstatus | Veröffentlicht - 1 Dez. 2008 |
Österreichische Systematik der Wissenschaftszweige (ÖFOS)
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