The aim of this paper was to investigate how eye tracking could effectively contribute towards the optimisation of return on print advertising investment. This is one of the presentations from the 33rd SAMRA Conference, Rosebank Crowne Plaza, Johannesburg. The conference took place from 16-17 August.
The definition of return on print advertising investment, for purposes of this investigation, was measured as the increase in brand or product awareness generated by investment into print advertising. In order to answer the research question holistically the print media landscape was assessed to establish the value that such an investigation would hold for South African advertisers. Characteristics of effective print advertising were then compared with insights that eye tracking can provide about them.
Marilu Smit, won joint-silver for overall best paper for Optimising advertising ROI on Print - The contribution of eye tracking now and into the future, and also took home the award for the best first-time speaker.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.