haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Andresen, Th. |
| Otsikko: | Guck' doch mal hin! Anzeigenkontakte in der Werbewirkungsforschung (Look at it! Publicity perception as a research topic) |
| Lehti: | Jahrbuch der Absatz- und Verbrauchsforschung
1990 : VOL. 36:2, p. 164-187 |
| Asiasana: | ADVERTISING EFFECTIVENESS PERCEPTION |
| Kieli: | ger |
| Tiivistelmä: | With the eye tracking device NACV one can measure the eye contact with parts of a written text, and thereby determine (if a large sample of readers and newspapers with publicity are used) what factors have an impact on the intensity and durability of reading individual publicity items. Factors with largest impact turned out to be size of the ad, print type of the headline, placing on top or bottom of the page and whether left or right page , picture of persons present or not. |
SCIMA