Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects

@article{Pieters2004AttentionCA,
  title={Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects},
  author={Rik Pieters and Michel Wedel},
  journal={Journal of Marketing},
  year={2004},
  volume={68},
  pages={36 - 50}
}
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size… 

Figures and Tables from this paper

Web advertisement effectiveness evaluation: Attention and memory

Tourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness and interest of their experience. This study used eye-tracking and self-reported

HOW ADVERTISING AVOIDANCE AFFECTS VISUAL ATTENTION AND MEMORY OF ADVERTISEMENTS

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important

Creativity, attention and the memory for brands: an outdoor advertising field study

This study investigates whether creativity is sufficient by itself to attract attention to the ad space or whether the ad must also be conspicuous. Attention to the ad is an important driver of

Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach

The results suggest that animation in banner ads does not necessarily increase user attention, but that even if a user does not consciously notice a banner ad, the user's attitude toward the brand is influenced.

Age as differentiator in online advertising gaze patterns

There were marked differences in the way participants paid attention to text with senior participants spending more time on text than their junior counterparts and the younger participants followed a typical F-pattern when reading some of the content.

The Role of Location and Visual Saliency in Capturing Attention to Outdoor Advertising

It was found that visual salience has some, but limited, influence on drivers' attention to billboard advertising, and a billboard's location contributed more to the understanding of the distribution of attention in complex environments like roadside advertising.

Capturing attention through brand elements in televised commercials

The aim of this research is to determine whether using brand elements prominently in televised commercials influences viewers’ attention level towards the advertisement. It also negates the theory

The Stopping Power of Advertising: Measures and Effects of Visual Complexity

Two types of visual complexity are distinguished, which help attention to both the pictorial and the advertisement as a whole, its comprehensibility, and attitude toward the ad, and objective measures for each are proposed.
...

References

SHOWING 1-10 OF 114 REFERENCES

Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory

A stochastic model of the influence that ad originality and familiarity have on consumers' eye fixations to the key elements of advertisements--brand, text, and pictorial--and how the information extracted during eyefixations promotes memory for the advertised brand is used.

Visual Attention to Repeated Print Advertising: A Test of Scanpath Theory

The authors examine consumers’ visual attention during repeated exposures to print advertisements using eye-tracking methodology. The authors propose a statistical model comprising submodels for two

Visual attention to advertising: A segment-level analysis

We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneity in these effects across consumers. In an

Eye Fixations on Advertisements and Memory for Brands: A Model and Findings

The model is applied in a study involving a sample of 88 consumers who were exposed to 65 print ads appearing in their natural context in two magazines and shows how the model supports advertising planning and testing and offers recommendations for further research on the effectiveness of brand communication.

Integrating text and pictorial information: eye movements when looking at print advertisements.

Viewers looked at print advertisements as their eye movements were recorded, and they tended to read the large print, then the smaller print, and then they looked at the picture (although some viewers did an initial cursory scan of the picture).

Does Your Ad Have Too Many Pictures?

ABSTRACT Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer

Consumer Eye Movement Patterns on Yellow Pages Advertising

Abstract Process tracing data help researchers understand how yellow pages advertisement characteristics influence consumer information processing behavior. In a laboratory experiment eye movement

Consumer involvement, message attention, and the persistence of persuasive impact in a message‐dense environment

As part of a simulated shopping task, subjects viewed messages about fictitious brands of products. The messages rated each competing brand as either strongly negative, negative, positive, or
...