Abstract
While consumers are browsing through the pages of a magazine, they are confronted with numerous print ads – and as research shows, most of them will be ignored or considered incidentally. Consumer’s ad exposure is extremely short.
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Langner, T., Fischer, A., Brune, P. (2013). Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_2
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DOI: https://doi.org/10.1007/978-3-658-02365-2_2
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