Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking

Méndez, Janet Hernández; Muñoz‐Leiva, Francisco; Liébana‐Cabanillas, Francisco; Marchitto, Mauro

doi:10.18089/tms.2016.12202

Cited by 4 publications

(2 citation statements)

References 21 publications

(35 reference statements)

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“…Some works have analysed digital marketing strategies by studying data science techniques [29]. Others have analysed user behaviour (e.g., click-through rate) [30], user information processing (e.g., attention, recall) [17], and characteristics related to message elements that generate particular attitudes towards the advertisement and influence purchase intention [31].…”

Section: Effectiveness Of Messages In the Digital Mediamentioning

confidence: 99%

“…These cues are perceived visually through the advertisements that companies use and allow the consumer to form an attitude towards the product. The consumer's attention towards the advertisement will determine the click on the banner or, on the contrary, that it is ignored [17,18]. Generally, consumers' attention is directed to their choice's essential elements [19].…”

Section: Introductionmentioning

confidence: 99%

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Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

Gómez-Carmona

Montes

Dueñas

et al. 2021

JTAER

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The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

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Section: Effectiveness Of Messages In the Digital Mediamentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

Gómez-Carmona

Montes

Dueñas

et al. 2021

JTAER

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Descripción del comportamiento visual de los espectadores en conferencias de prensa deportivas (Description of the visual behavior of the spectators in sports press conferences)

2021

CCD

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El neuromarketing es utilizado para conocer el comportamiento, preferencias y gustos de los consumidores. Utiliza métodos provenientes de las neurociencias y se basa en la medición directa de la percepción de estímulos. El propósito de la investigación es conocer cuál es el comportamiento visual de los espectadores de entrevistas deportivas con diferentes impactos publicitarios. La recolección de los datos se realizó en un laboratorio preparado específicamente para el estudio. Se utilizó la técnica de Eye Tracking (ET), que permite conocer el comportamiento visual de los espectadores de televisión. Los resultados reflejan que el mayor promedio de fijaciones en una conferencia de prensa se encuentra en la persona entrevistada al igual que el promedio de tiempo de fijación. Por consiguiente, el diseño de las conferencias de prensa deportivas modifica el comportamiento visual de los espectadores, los planos, objetos y logos publicitarios generan diferentes conductas que deben ser aprovechadas por los patrocinadores. === Neuromarketing is used to know the behavior, preferences and tastes of consumers. It uses methods from the neurosciences and is based on the direct measurement of the perception of stimuli. The purpose of the research is to know what is the visual behavior of the spectators of sports interviews with different advertising impacts. The data collection was done in a laboratory prepared specifically for the study. The technique of Eye Tracking (ET) was used, which allows to know the visual behavior of television viewers. The results reflect that the highest average of fixations in a press conference is in the person interviewed as well as the average time of fixation. Consequently, the design of sports press conferences modifies the visual behavior of the spectators, the plans, objects and advertising logos generate different behaviors that must be exploited by the sponsors.

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Los focos de atención en las webs de turismo y su implicación en el seguimiento ocular

Analuiza¹,

Villavicencio²,

García³

2023

tursoc

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Este estudio proporciona una revisión de los focos de atención en las webs de viajes, alojamientos y restaurantes sobre la base del seguimiento ocular para medir el nivel de enraizamiento, densidad y coocurrencia de las categorías en las webs de turismo. Con base en la teoría fundamentada, se aplicó el método de comparación constante y el uso del software Atlas.ti como práctica analítica cualitativa. Tras la revisión, se define que las estructuras categóricas que más llaman la atención en los visitantes son las imágenes, la función de búsqueda y el texto; por su parte, el precio es el dato más sensible y el menos observado.

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Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking

Cited by 4 publications

References 21 publications

Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

Descripción del comportamiento visual de los espectadores en conferencias de prensa deportivas (Description of the visual behavior of the spectators in sports press conferences)

Los focos de atención en las webs de turismo y su implicación en el seguimiento ocular

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