Can personalization or creativity reduce banner blindness?: An executive functions approach to media and creative strategies

To counter banner blindness, practitioners often use a media-based personalized advertising strategy to target consumers.
Abedi and Koslow

Management Slant

  • Highly creative advertising works by improving attention to advertisements and brand attitudes, but personalized advertising focuses on improving memory.
  • On the Internet, less creative, personalized advertising works...
Not a subscriber?

Schedule your live demo with our team today