Attention (advertising)

In advertising research, attention is the qualitative measure of an advertisement's effectiveness in arousing interest in a viewer.[1][2]

Focus Group based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment. One example of this is a "dummy advertising vehicle test," in which a test Television Advertisement is shown with control ads in a controlled environment designed to simulate a commercial break on television. The test ad is embedded alongside either directly competitive advertising, or ads from non-competing product categories, depending on the advertiser's preference. Respondents are asked the question "Which of these ads did you find interesting?" If the test ad is spontaneously mentioned, then that response is counted toward the attention score.[3][4]

Quantitative techniques such as Eye Tracking are used to measure attention and spontaneous response to marketing messages.[2] Attention data using this methodology can be collected in a variety of simulated environments such as at home or work, as well as across a variety of different screens and devices. In addition to measuring attention, this data can be used by advertisers to optimize the design and placement of advertisements.[5]

See also

References

  1. ↑ Futrell, Charles M. (2017). Fundamentals of Selling. Moore Park, CA: Content Technologies. ISBN 9781497030374.
  2. 1 2 MANCAS, MATEI. "How To Measure Attention". EAI. Retrieved 29 June 2018.
  3. ↑ Young, Charles E (2005). The Advertising Research Handbook. Ideas in Flight. pp. 56–57. ISBN 978-0976557401.
  4. ↑ "Pre-Testing Finished Advertisements – Dummy Vehicles & Readability Tests". Drypen. Retrieved 30 June 2018.
  5. ↑ "Advertising Use of Eye Tracking". Tobii Group. Retrieved 30 June 2018.
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