The exponential growth in digital media has raised questions about the relevance of printmedia in the overall marketing mix. In this study, we evaluate the relative effectiveness of printand digital media in advertising using a multi-methodological approach. Using eye-tracking...

The past decade has seen a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains under-researched. Using a unique experimental protocol...

Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This article offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the...