Eye-Tracking in the Area of Print Media
Eye-tracking analysis provides information concerning the perception, reader friendliness, and advertising effectiveness of fliers, ad campaigns, catalogues, as well as daily papers, and trade journals.
Eye-tracking analysis provides information concerning the perception, reader friendliness, and advertising effectiveness of fliers, ad campaigns, catalogues, as well as daily papers, and trade journals.
- Do the advertising media attract sufficient attention?
- Is the advertising message understood?
- Are the product's key features communicated?
- Are the product and brand remembered?
- Do the associations called to mind conform to the brand-name characteristics?
- Is the advertising material recognized as distinctive (as compared to competitors)?
In the area of print media, readers freely determine how long they want to attend to an advertisement, which texts they read,
and which elements they notice. An effective layout is critically important if one wants to sustain readers' interest, as
well as lead them to the core message; note: frequently, the smallest changes can drastically improve perceptibility and
persuasiveness.
VAT ID IT01659530214