Boerman, S. C., Smit, E. G., & Van Meurs, A. (2011). Attention battle; the abilities of brand, visual, and text characteristics of the ad to draw attention versus the diverting power of the direct magazine context. In S. Okazaki (Ed), Advances in Advertising Research (Vol. II). Breaking New Ground in Theory and Practice, (pp. 295-310), Wiesbaden: Gabler Verlag.

: In the contemporary information jungle, it keeps getting harder for advertisers to be noticed. Advertisements that fail to attract even the lowest levels of the attention cannot be effective. Therefore, advertisers try to find clever ways to catch the eye of the consumer. Especially in magazines, advertisers need to come up with new ideas as the clutter of brands is high and advertisements have to compete with the editorial content surrounding them.