Attention (advertising)

In advertising research, attention is the qualitative measure of an advertisement's effectiveness in arousing interest in a viewer.[1][2] Qualitative is a measurement that is based on peoples emotions and opinions of the advertisement. [3]

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.[4][5]

Quantitative techniques such as Eye Tracking are used to measure attention and spontaneous response to marketing messages.[2] Quantitative measurements are based on data and numbers that are gathered from studies based on how people react to the advertisements .[3] 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.[6]

Attention Grabbers

Advertisers like to make people feel things in order to gain their attention. This can be done in a number of ways;

  • Color- Different colors are said to bring out different emotions in people. Companies carefully choose the colors they use in their logos and advertisement based on the feeling they want to portray. [7]
  • Language- Companies use language to get attention. Words that induce humor, fear, excitement are memorable. [8]
  • Size- Larger images will attract attention more than smaller images. [9]

Measurements

Eye tracking techniques can be measured by observing the eye movement and pupil dilation when looking at an advertisement. [10]

See also

References
  1. Futrell, Charles M. (2017). Fundamentals of Selling. Moore Park, CA: Content Technologies. ISBN 9781497030374.
  2. MANCAS, MATEI. "How To Measure Attention". EAI. Retrieved 29 June 2018.
  3. Steber, Colson. "Quantitative vs Qualitative Market Research: Which Method Is Best for You?". www.cfrinc.net. Retrieved 2020-12-02.
  4. Young, Charles E (2005). The Advertising Research Handbook. Ideas in Flight. pp. 56–57. ISBN 978-0976557401.
  5. "Pre-Testing Finished Advertisements – Dummy Vehicles & Readability Tests". Drypen. Retrieved 30 June 2018.
  6. "Advertising Use of Eye Tracking". Tobii Group. Retrieved 30 June 2018.
  7. "(PDF) Color Theory and its Applications in Marketing as it Relates to Color Psychology". ResearchGate. Retrieved 2020-12-02.
  8. "It's All About the Technique". Consumer Information. 2013-07-16. Retrieved 2020-12-02.
  9. Bakar, Muhammad Helmi Abu; Desa, Mohd Asyiek Mat; Mustafa, Muhizam (2015-07-03). "Attributes for Image Content that Attract Consumers' Attention to Advertisements". Procedia - Social and Behavioral Sciences. World Conference on Technology, Innovation and Entrepreneurship. 195: 309–314. doi:10.1016/j.sbspro.2015.06.349. ISSN 1877-0428.
  10. Białowąs, Sylwester; Szyszka, Adrianna (2019), Romanowski, Robert (ed.), "Eye-tracking in Marketing Research" (PDF), Managing Economic Innovations – Methods and Instruments, Bogucki Wydawnictwo Naukowe, pp. 91–104, doi:10.12657/9788379862771-6, ISBN 978-83-7986-277-1, retrieved 2020-12-02
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