TECHNIQUES FOR MANAGING AUDIENCE ATTENTION IN ADVERTISING

The Effect of Sport Events Environments on Audience Attention to Advertising Using Brain Activity

Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and non-sports advertising using brain activities...

Audience Intelligence in Online Advertising

This chapter introduces the fundamentals of audience intelligence’s important aspects. The goal is to present what are related to audience intelligence, how online audience intelligence could be done, and some representative methods. In this chapter, the author will first address the fundamentals of the audience intelligence, including the brief introduction of the online ad eco-system, the rel...

Classroom management Techniques: Tips for managing classroom

Introduction: Classroom management includes teacher’s actions to discipline, motivate and engage learners in learning process. If the instructor could not manage the class using classroom management techniques, his or her teaching process would not go well. The aim of this study was to review classroom management techniques. Methods: The databases of SID, Iranmedex, Irondoc, Magiran, Pubmed, Er...

Audience Involvement in Advertising: Four Levels

The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention...

Correcting Audience Externalities in Television Advertising