广告测试概要.pptVIP

Eye Movement Research Objective: To track eye movements to determine . . . What readers read on print ads Where attention is focused in TV commercials Method: Eye movements are tracked using . . . Fiber optics Digital data processing Advanced electronics Output: Relationships among what is . . . Seen Recalled Comprehended Scan paths on Print ads and material Billboards Commercials Brain Wave Research The electroencephalograph (EEG) Alpha activity Degree of activation Alpha states associated with Inactivity Resting Sleeping Hemispheric lateralization Distinguishes between activity in the . . .