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Abstrakty
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
Rocznik
Tom
Strony
30--39
Opis fizyczny
Bibliogr. 12 poz., rys., tab.
Twórcy
autor
- Faculty of Computer Science and Information Technology, West Pomeranian University of Technology, Szczecin, Poland
Bibliografia
- [1] Weinschenk, S. M.: Click here! Use neuromarketing in web design. The power of effective click. Helion, 2011 (in Polish)
- [2] Pradeep, A. K., Witkowska, M.: Brain on shopping. Neuromarketing on sale. Helion, 2011 (in Polish)
- [3] Ingemar, J.: Burning house. Discovering the secrets of the brain. Prószyński i S-ka, 1996 (in Polish)
- [4] Grochowska, A.: Level of extraversion and perception of controversial advertising. Przegląd Psychologiczny, 46(2), 145-160, 2003 (in Polish)
- [5] Parys, T.: Forms of advertising used in the websites of the woodworking industry in Poland, Warszawa 2007 (in Polish)
- [6] Miotk, A.: Effective social media. Take action to achieve the intended effects. Helion, 2013 (in Polish)
- [7] Mangold, W. G., Faulds, D. J.: Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365, 2009.
- [8] Ramamritham, K., Stankovic, J. A.: Dynamic task scheduling in hard real-time distributed systems. IEEE software, 1(3), 65, 1984.
- [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)
Typ dokumentu
Bibliografia
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bwmeta1.element.baztech-6a4ca7b4-fb27-4924-a228-9c5884f746fc