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Project
Media-Multitasking: the advertiser’s dream or nightmare? An experimental study to investigate the impact of media-multitasking on advertising processing and efectiveness. (Media-multitasking)
The main objective of this study is to identify new opportunities that arise from media-multitasking behaviour in order to improve advertising effectiveness. This goal will be achieved by 2 sub objectives:
- Getting a deep insight in the processing of advertisements while media-multitasking.
- Investigating how ads van be optimized within a media-multitasking context with the aim to increase their effectiveness.
Date:1 Jan 2016 → 31 Oct 2020
Keywords:task hiererchy, advertising processing, task relevance, advertising effectiveness, media-multitasking, shared modalities
Disciplines:Communication sciences, Journalism and professional writing, Media studies, Other media and communications