The impact of a position of point-of-purchase advertising on consumer behavior is being analyzed in the article. The intensifying consumers’ speed of life leads to a situation when an attention paid to organizations’ messages is decreasing, and conquering advertising clutter is becoming more complex. Organizations invest in advertising which occurs to be ineffective, even remains unnoticed because of a wrongly chosen position. The scientific researches reveal that consumers evaluate point-of-purchase advertising positively; however, the scientific substantiation for a proper choice of its position is scarce. The aim of this article is to determine the most consumer attention grabbing positions of point of purchase advertisements. While achieving the aim of the article, eyetracking experiment is provided using a mobile eye-tracking video system which records eye-gaze data. The research revealed that in order to increase the effectiveness of point-of-purchase advertising, the most proper position is in the left side; moreover, there is no statistically significant difference between consumers’ visual attention to advertisements on their right an in the center.

Everyday consumers are faced with visual business communication, which encompasses logos, product packages, advertising layouts, web-sites design. The assumption can be made that businesses invest in things seen by consumers with purpose of profit elevation. However, achieving to create the visual communication which would enhance entities economic benefit (considering contemporary conditions of market economy), the knowledge of optic sciences, cognitive and social psychology, and marketing is needed. Otherwise, the investment into visual communication can be vacuous. One of the forms of business communications everyday faced by consumers is advertising. Print advertising is a group of advertising mediums where mainly visual elements are used. Many scientific authors have analyzed print advertising, visual and verbal advertising elements, methods of advertising effectiveness measurement, however, scientific literature still lacks a holistic methodological background for advertising effectiveness measurement. Hence, scientific problem solved in the article is: what is the coherence between visual elements of advertising and advertising effectiveness. Accordingly, the object of the article is visual elements of advertising, the aim is to determine the coherence between visual elements of advertising and advertising effectiveness. Achieving to reach the aim of the article, scientific research methods of logical analysis and synthesis were applied. The holistic system which makes a methodological background for the evaluation of print advertising effectiveness is created after analyzing and combining scientific researches on print advertising, advertising elements classifications, advertising effectiveness measurement. The theoretical research revealed that visual elements of print advertising can be divided into pictorial and verbal. Both kinds of elements have particular forms of expression in advertising. [...]

Theoretical aspects of the impact of advertising source on advertising effectiveness are being analysed in the article. Since advertising is one of the most popular means of marketing communication, increasing the effectiveness of advertising is an object of focus that increases the possibility to achieve the aim of marketing communication. As advertising source is one of the elements of advertisement, the aim of the article is to elaborate the theoretical model of the impact of advertising source on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of the scientific literature is provided. As a research result, factors influenced by advertising source that impact advertising effectiveness are identified and a theoretical model of the impact of advertising source on advertising effectiveness is elaborated.