Mobile advertising effectiveness versus PC and TV using consumer neuroscience

• Autores: José Ramón Porto Pedrido
• Directores de la Tesis: José Antonio Varela González (dir. tes.)
• Lectura: En la Universidade de Santiago de Compostela ( España ) en 2022
• Idioma: inglés
• Tribunal Calificador de la Tesis: José Antonio Fraiz Brea (presid.), María Luisa del Río Araújo (secret.), María Esther Calderón Monge (voc.)
• Programa de doctorado: Programa de Doctorado en Economía y Empresa por la Universidad de Santiago de Compostela
• Materias:
  • Ciencias económicas
    • Organización y dirección de empresas
      • Publicidad
• Enlaces
  • Tesis en acceso abierto en: MINERVA
• Resumen

  • 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.