Research Explorer

Project

Media-Multitasking: the advertiser’s dream or nightmare? An experimental study to investigate the impact of media-multitasking on advertising processing and efectiveness.
Acronym
Media-multitasking
Code
3S001016
Duration
01 January 2016 → 31 October 2020
Funding
Research Foundation - Flanders (FWO)
Research disciplines
  • Social sciences
    • Communication sciences
    • Journalism and professional writing
    • Media studies
    • Other media and communications
Keywords
task hiererchy advertising processing task relevance advertising effectiveness media-multitasking shared modalities
 
Project description

The main objective of this study is to identify new opportunities that arise from media-multitasking behaviour in order to improve advertising effectiveness. This goal will be achieved by 2 sub objectives:
- Getting a deep insight in the processing of advertisements while media-multitasking.
- Investigating how ads van be optimized within a media-multitasking context with the aim to increase their effectiveness.