Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

Sophie C. Boerman; Edith G. Smit; Lex Van Meurs

doi:10.1007/978-3-8349-6854-8_19

Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

Sophie C. Boerman, Edith G. Smit, Lex Van Meurs

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

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.

Original language	English
Title of host publication	Advances in Advertising Research (Vol. 2)
Subtitle of host publication	Breaking New Ground in Theory and Practice
Editors	Shintaro Okazaki
Publisher	Gabler-Verlag
Pages	295-310
ISBN (Electronic)	9783834968548
ISBN (Print)	9783834931344
DOIs	https://doi.org/10.1007/978-3-8349-6854-8_19
Publication status	Published - 2011
Externally published	Yes

Publication series

Name	European Advertising Academy
ISSN (Print)	2626-0328
ISSN (Electronic)	2626-0336

Access to Document

10.1007/978-3-8349-6854-8_19

Cite this

Boerman, S. C., Smit, E. G., & Van Meurs, L. (2011). Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context. In S. Okazaki (Ed.), Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice (pp. 295-310). Article Chapter 19 (European Advertising Academy). Gabler-Verlag. https://doi.org/10.1007/978-3-8349-6854-8_19

Boerman, Sophie C. ; Smit, Edith G. ; Van Meurs, Lex. / Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context. Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice. editor / Shintaro Okazaki. Gabler-Verlag, 2011. pp. 295-310 (European Advertising Academy).

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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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Boerman, SC, Smit, EG & Van Meurs, L 2011, Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context. in S Okazaki (ed.), Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice., Chapter 19, European Advertising Academy, Gabler-Verlag, pp. 295-310. https://doi.org/10.1007/978-3-8349-6854-8_19

Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context. / Boerman, Sophie C.; Smit, Edith G.; Van Meurs, Lex.
Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice. ed. / Shintaro Okazaki. Gabler-Verlag, 2011. p. 295-310 Chapter 19 (European Advertising Academy).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

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PY - 2011

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AB - 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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Boerman SC, Smit EG, Van Meurs L. Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context. In Okazaki S, editor, Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice. Gabler-Verlag. 2011. p. 295-310. Chapter 19. (European Advertising Academy). doi: 10.1007/978-3-8349-6854-8_19

Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

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