Work

Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

Year: 2011

Type: book-chapter

Abstract: In the contemporary information jungle, it keeps getting harder for advertisers to be noticed. Advertisements that fail to attract even the lowest levels of the attention cannot be effective. Therefore, advertisers try to find clever ways to catch the eye of the consumer. Especially in magazines, advertisers need to come up with new ideas as the clutter of brands is high and advertisements have to compete with the editorial content surrounding them. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Source: Gabler eBooks

DOI: 10.1007/978-3-8349-6854-8_19

Authors: Sophie C. Boerman, Edith G. Smit, Lex van Meurs

Institution: University of Amsterdam

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1580648335

FWCI: 1.633

Cites: 34

Cited by: 17

Related to: 10