A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

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  • The PDF version of the newspaper yielded the highest memory performance, the greatest visual attention, and the highest electroencephalography (EEG) frustration index (defined as a “state of perceived irritation”) while parti

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