Best Paper 2007.

The entry on the advertising effect of on-line marketing measures submitted by Emanuel Maxl and Peter Fahrleitner received the Best Practice Paper 2007 award of the Deutsche Werbewissenschaftliche Gesellschaft (German Association of Advertising Sciences) (DWG) and the Österreichische Werbewissenschaftliche Gesellschaft (Austrian Association of Advertising Sciences) (WWG). Eye tracking and on-line research were used to monitor the cognitive and affective advertising effect of eight selected on-line advertising pieces. The effect of the advertising forms tested varied in accordance with their advertising objectives. The E-Junior page, in particular, turned out to be an all-rounder with high attention-getting values and high acceptance levels. 

>> Download the Paper [pdf 799kb]

The Best Paper Award will be presented at the Haus der Musik, 1010 Vienna, on 26 May 2008, following a presentation of the study.