Advertising, posters, billboards

Whether consumers pay attention while paging journal on your advertising message?

Whether they see your billboard while driving a car?

Whether they note the cover of your magazine among 30 other in the newsstand?

EXAMPLE: ADVERTISING PRADA TESTING

Research objective: to know how is the attention spread between the different elements in the advertisement? How good does the brand attract the attention?

Methodology: Prada picture was exposed for 5 seconds and shown to 100 respondents.

By looking at the heat map and statistics tools we can observe that a majority (99%) of the respondents have looked at the phone.

But, how much have they actually looked at the different elements of the ad and in what order did the respondents see the elements?

TFF θ = Time to first fixation, which mean of the order that the respondents looked at the different areas. Smaller time duration equals faster findability.

OL θ = The average observation length, measured in time, time for a certain area.

ARA =is the ability to retain attention on a certain AOI. This measure is generated from the maximum duration of the stimuli and average observation length.

SUMMARY:

  • The print ad is well designed and has a natural viewing flow;
  • The focal point of the ad is on the phone which has the Prada logo as attention grabber;
  • The connection between Prada and LG is weak, due to the unbalanced coverage area and placement;
  • Distribution of attention between the different logos has to be improved if the LG logo is to grab more attention;
  • The Prada phone is the most seen part of this advertisement.