Abstract
Eye tracking can aid in the assessment of advertising effectiveness in such applications as copy testing in print, images, video, or graphics, and in disclosure research involving perception of fine print within print media and within available television and emerging High Definition TV (HDTV) displays.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
See: http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm, last referenced July 7, 2006.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2017 Springer International Publishing AG
About this chapter
Cite this chapter
Duchowski, A.T. (2017). Marketing/Advertising. In: Eye Tracking Methodology. Springer, Cham. https://doi.org/10.1007/978-3-319-57883-5_23
Download citation
DOI: https://doi.org/10.1007/978-3-319-57883-5_23
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-57881-1
Online ISBN: 978-3-319-57883-5
eBook Packages: Computer ScienceComputer Science (R0)