| Authors |
|
| Publication date |
2011
|
| Host editors |
|
| Book title |
Advances in Advertising Research (Vol. 2)
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| Book subtitle |
Breaking New Ground in Theory and Practice
|
| ISBN |
|
| ISBN (electronic) |
|
| Event |
ICORIA 2010: the 9th International Conference on Research in Advertising (ICORIA)
|
| Pages (from-to) |
295-310
|
| Publisher |
Wiesbaden: Gabler
|
| Organisations |
-
Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
|
| Abstract |
In the contemporary information jungle, it keeps getting harder for advertisers to be noticed. Advertisements that fail to attract even the lowest levels of the attention cannot be effective. Therefore, advertisers try to find clever ways to catch the eye of the consumer. Especially in magazines, advertisers need to come up with new ideas as the clutter of brands is high and advertisements have to compete with the editorial content surrounding them.
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| Document type |
Conference contribution
|
| Language |
English
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| Published at |
https://doi.org/10.1007/978-3-8349-6854-8_19
|
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