The study of the advertising perception on the customers segment of mobile operators in Slovak Republic
The study of the advertising perception on the customers segment of mobile operators in Slovak Republic
Author(s): Radovan MadleňákSubject(s): Media studies, National Economy, Cognitive Psychology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Advertisement; Customers’ perception; EEG; Eye-tracking; Mobile market;
Summary/Abstract: The current situation on mobile telecommunication market is characterized by dynamism, growing consumer power, and intense competition. The consumers’ perception and behaviour are changing and therefore need to be constantly monitored and measured. The objective of this paper is to research consumer’s perception while watching a video advertisement. I used an eye-tracking technology to measure and capture a consumer’s gaze and EEG to measure the brain activity of a consumer. In the conclusions, the result from consumer’s perception measurement are compared and identified main elements with great impact on customers’ attention and perception.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 146-153
- Page Count: 8
- Language: English
