Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/59917
Type of publication: Straipsnis konferencijos medžiagoje kitose duomenų bazėse / Article in conference proceedings in other databases (P1c)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Effect of visual cues on static advertisement viewing patterns
Is part of: Economic science for rural development : proceedings of the 19th international scientific conference, Jelgava, 9-11 May 2018. No. 48: Integrated and sustainable regional development marketing and sustainable consumption. Jelgava : Latvian university of agriculture, 2018
Extent: p. 380-387
Date: 2018
Series/Report no.: (Integrated and sustainable regional development marketing and sustainable consumption. no. 48 2255-9930)
Note: ISSN 1691-3078 print. ISSN 2255-9930 online
Keywords: Reklamos efektyvumas;Žvilgsnio sekimas;Vizualinės nuorodos;Advertising effectiveness;Eye tracking;Visual cues
ISBN: 9789984482934
Abstract: In conditions of hard competition in consumer products markets, advertising becomes one of the main measures helping business companies to encourage people to choose their products. In business as well as in scientific societies, the elements enhancing advertising effectiveness becomes one of the most discussed questions. Accordingly, this article deals with this topic by solving a scientific problem – is there and what is the effect of visual cues on static advertisement viewing patterns? The aim of the research is to determine the effect of visual cues on static advertisement viewing patterns. The neuromarketing research method – eyetracking – is performed to determine the most effective visual cues in static advertising; managerial implications regarding the usage of visual cues are provided based on the research results
Internet: http://www.esaf.llu.lv/sites/esaf/files/files/lapas/Krajums_Nr_48_01.05.2018.pdf
http://www.esaf.llu.lv/sites/esaf/files/files/lapas/Krajums_Nr_48_01.05.2018.pdf
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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