Eye Movement Analysis for Video Advertising Evaluation: Relationship between Advertising Elements and Multiple Ad Outcomes on Consumer (Memory, Affect, Desirability)
博士 === 國立交通大學 === 資訊科學與工程研究所 === 107 === Evaluating video advertising has turn out to be essential in marketing, how to evaluate the effect of a video ad before putting into market has become a critical issue in research and practice. Yet, there exists very little understanding of how to measure the...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/x8ed2n |