Abstract
This article focuses on an analysis of printed advertising communications. The focus of the research is based on measuring the reactions of chosen samples of respondents on static advertisement, whose goal is to determine the prediction of the impact of erotic appeal on a consumer. The theoretical results are then complemented with a description of the implementation of the research, interpretation of results of eye-camera measuring, and formulation of final recommendations concerning efficiency of the application of erotic appeal in advertising.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
Continuous research on the attitude of Czech society to advertising has been taking place in the Czech Republic since 1993 and is currently done by agency ppm factum Perhaps this should be capitalized research (previously Marktest, a.s.) on a representative sampling of people. The submitters of this research are the Czech Marketing Association (CMA), POPAI, and the Czech Association for Brand Products (CABP).
References
Constat.cz. Moderní výzkum trhu. [online]. [cit. 2015-05-30]. Retrieved from http://www.constat.cz/constat-digital/.
Eyetracking.com [online]. [cit. 2015-05-30]. Retrieved from http://eyetracking.com.ua/eng/visualization/6.html.
Horňák, P. (2014). Kreativita v reklamě. Zlín, VeRBuM, 296 p. ISBN 978-80-87500-49-1.
Jurášková, O., Horňák, P., et al. (2012). Velký slovník marketingových komunikací. Praha: Grada Publishing, 271 p. ISBN 978-80-247-4354-7.
Pelsmacker, D. P., Guenes, M., Bergh, V. D. J. (2003). Marketingová komunikace. Praha: Grada Publishing, 584 p. ISBN 80-247-0254-1.
The Digital Marketing Glossary [online]. [cit. 2015-05-30]. Retrieved from http://digitalmarketing-glossary.com/What-is-Gaze-opacity-map-definition.
Vysekalová, J., et al. (2014). Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 296 p. ISBN 978-80-247-4843-6.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this paper
Cite this paper
Šula, T., Banyár, M., Juříková, M. (2017). Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_24
Download citation
DOI: https://doi.org/10.1007/978-3-319-33865-1_24
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-33863-7
Online ISBN: 978-3-319-33865-1
eBook Packages: Business and ManagementBusiness and Management (R0)