Test and evaluation of advertising effect based on EEG and eye tracker
As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practi...
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
De Gruyter
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/a45116ffe98c449ab7f71adfac52b18b |
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| Sumario: | As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practical and theoretical significance. Therefore, this paper uses the EEG and eye movement technology to study the EEG change and eye movement of subjects when viewing advertisements and to conduct processing and analysis of the collected EEG and eye movement indexes. It is expected to provide advertisers with valuable advertising strategies based on the analysis results of EEG change and eye movement experiment. |
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