Acroniem
Media-multitasking
Code
3S001016
Looptijd
01-01-2016 → 31-10-2020
Financiering
Research Foundation - Flanders (FWO)
Promotor
Fellow
Onderzoeksdisciplines
-
Social sciences
- Communication sciences
- Journalism and professional writing
- Media studies
- Other media and communications
Trefwoorden
task relevance
reclameverwerking
media-multitasking
reclame-effectiviteit
task hierarchy
shared modalities
Projectomschrijving
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.