Mobile advertising effectiveness versus PC and TV using consumer neuroscience
- Porto Pedrido, José Ramón
- José Antonio Varela González Director
Universidade de defensa: Universidade de Santiago de Compostela
Fecha de defensa: 25 de febreiro de 2022
- José Antonio Fraiz Brea Presidente/a
- María Luisa del Río Araújo Secretario/a
- María Esther Calderón Monge Vogal
Tipo: Tese
Resumo
This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current situation, also discusses, how effective is mobile advertising when compared against advertising in other digital devices, such as PC and TV. The last few years have been characterized by an increase of the time that consumers spend on their mobile phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may help, not only to measure it, but also to understand its impact on consumers. Considering this environment, this research proposes various recommendations for advertisers that may be considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as recommendations on how to design mobile ads that increase advertising effectiveness.