The mere fact that an online video advertisement reaches a viewer’s computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers’ attention by evoking certain emotional responses.
Content: Article
Authors: Carmen Nobel, Thales S. Teixeira
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Advertising, Marketing / Sales
Industry: Advertising
Authors: Carmen Nobel, Thales S. Teixeira
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Advertising, Marketing / Sales
Industry: Advertising
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