Varela González, José AntonioPorto Pedrido, José Ramón2022-03-172022-03-172022http://hdl.handle.net/10347/27679This 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 asrecommendations on how to design mobile ads that increase advertising effectivenessengAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Mobileengagementconsumer neuroscienceneuromarketingdigital advertisingmobile advertising effectivenessMaterias::Investigación::53 Ciencias económicas::5311 Organización y dirección de empresas::531101 PublicidadMaterias::Investigación::53 Ciencias económicas::5311 Organización y dirección de empresas::531105 Marketing (comercialización)Materias::Investigación::53 Ciencias económicas::5311 Organización y dirección de empresas::531106 Estudio de mercadodoctoral thesisopen access