RT Dissertation/Thesis
T1 Mobile advertising effectiveness versus PC and TV using consumer neuroscience
A1 Porto Pedrido, José Ramón
K1 Mobile
K1 engagement
K1 consumer neuroscience
K1 neuromarketing
K1 digital advertising
K1 mobile advertising effectiveness
AB This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PCand 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 asrecommendations on how to design mobile ads that increase advertising effectiveness
YR 2022
FD 2022
LK http://hdl.handle.net/10347/27679
UL http://hdl.handle.net/10347/27679
LA eng
DS Minerva
RD 3 may 2026