Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.

MANAGEMENT SLANT

  • Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.
  • Comparing attention measures demonstrates that the measures respond differently to different levels of attention and attention-getting creative devices.

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