Best measures of attention to creative tactics in TV advertising: when do attention-getting devices capture of reduce attention?
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Date
2019
Authors
Bellman, S.
Nenycz Thiel, M.
Kennedy, R.
Hartnett, N.
Varan, D.
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Journal article
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Journal of Advertising Research, 2019; 59(3):295-311
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Abstract
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.
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Copyright 2019 ARF
Access Condition Notes: Accepted manuscript available after 1 October 2020