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Herbert E. Krugman

In: How Advertising Works: The Role of Research

Chapter 13: Brain Wave Measures of Media Involvement

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Brain Wave Measures of Media Involvement
Brain wave measures of media involvement
Herbert E.Krugman

Television is a medium of low involvement compared with print.1 Involvement is defined in terms of the number of personal connections between the stimulus and the viewer: the number of thoughts that came spontaneously to mind during exposure and that linked something in the content of the stimulus to something in the content of the viewer's own life.

In 1967, Time sponsored a small study in which I reported that the same kinds of advertising in TV and print evoked in the TV form many fewer personal connections between the ad content and something in the life content of the viewer.2 In a very much larger study, the Newspaper Advertising Bureau confirmed that TV ...

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