Abstract
Eye tracking can aid in the assessment of ad 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 tele?vision and emerging High Definition TV (HDTV) displays.
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© 2003 Springer-Verlag London
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Duchowski, A.T. (2003). Marketing/Advertising. In: Eye Tracking Methodology: Theory and Practice. Springer, London. https://doi.org/10.1007/978-1-4471-3750-4_13
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DOI: https://doi.org/10.1007/978-1-4471-3750-4_13
Publisher Name: Springer, London
Print ISBN: 978-1-85233-666-0
Online ISBN: 978-1-4471-3750-4
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