A method for the improvement of interactive advertising by means of eye tracking and a fuzzy model

• Autorzy: Dziśko M.
• Języki publikacji: EN

Abstrakty

EN

The main goal of research presented in this paper was to increase the effectiveness of communication with interactive advertising, through the use of eye tracking. Experiments were performed to analyze the interest in advertising content, with a different influence on web users. A statistical analysis of results was conducted, and a fuzzy model based on the results was designed and verified. The analysis led to the conclusion that the eye tracking can be used to increase the possibility to create advertising content that is interesting for the larger target group.

Słowa kluczowe

EN

interactive marketing; advertising; eye tracking; online marketing; neuromarketing

• Wydawca: Komisja Informatyki Polskiej Akademii Nauk, Oddział w Gdańsku
• Czasopismo: Journal of Theoretical and Applied Computer Science
• Rocznik: 2016
• Tom: Vol. 10, nr 3
• Strony: 30--39
• Opis fizyczny: Bibliogr. 12 poz., rys., tab.

Twórcy

autor

Dziśko M.

• Faculty of Computer Science and Information Technology, West Pomeranian University of Technology, Szczecin, Poland

Bibliografia

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• [9] Fleming, B., Dobbs, D.: Animation of digital faces. Helion, 2002 (in Polish)
• [10] Kaushik, A.: One hour with Web Analytics. Create a good e-marketing strategy. Helion, 2009 (in Polish)
• [11] Karpińska-Krakowiak, M.: Measurement of effectiveness of marketing communication in business practice - Selected problems. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace Wydziału Nauk Ekonomicznych i Zarządzania, (39 T. 2 Zarządzanie), 75-87, 2015 (in Polish).
• [12] Orłowski, A.: A fuzzy model of supporting the management of selected services on the Polish Internet market. Poznań 2016 (in Polish)

Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017)