{"id":84,"date":"2016-11-21T15:27:38","date_gmt":"2016-11-21T12:27:38","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=84"},"modified":"2017-11-21T16:35:56","modified_gmt":"2017-11-21T13:35:56","slug":"making-brand-visible-advertising-elements-influencing-visual-attention-to-the-brand","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=84","title":{"rendered":"Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand"},"content":{"rendered":"<h4>\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand\"\/>Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Viktorija Grigali\u016bnait\u0117\"\/>Viktorija Grigali\u016bnait\u0117, <meta name=\"citation_author\" content=\"Lina Pilelien\u0117\"\/>Lina Pilelien\u0117, <\/span><\/span>\n<\/p>\n<p>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2016\/10\/31\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"I\"\/><meta name=\"citation_issue\" content=\"1\"\/><meta name=\"citation_firstpage\" content=\"80\"\/><meta name=\"citation_lastpage\" content=\"89\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31, M37\"\/>M31, M37<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in todays\u2019 intensifying competition creating effective advertising campaigns becomes more and more of a challenge. Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the advertisement will be noticed, which in turn leads to reduced advertising effectiveness. Such phenomenon is especially relevant to outdoor advertising. Consequently, this research aims at determining the specific criteria of advertising elements that influence consumers\u2019 visual attention to the brand presented in the outdoor advertisements. The specific criteria are determined in phases: 1. The elements of advertising that theoretically can influence consumers\u2019 visual attention to the advertisement \/ brand are determined based on the analysis of previous scientific researches; 2. The sample advertisements regarding determined elements of advertising that theoretically can influence consumers\u2019 visual attention to the advertisement \/ brand are composed based on the content analysis and advertising experts\u2019 interview; 3. The eye tracking experiment using Tobii Eye Tracking Glasses is provided with the sample advertisements; 4. The specific criteria of advertising elements that influence consumers\u2019 visual attention to the brand presented in the advertisements are determined based on the results of eye tracking experiment. The research reveals what and how the specific elements of advertising must be managed in order to attract consumers\u2019 visual attention to the brand presented in the outdoor advertisements, which enhances the possibility to improve brand awareness, recall, and recognition, resulting in enhanced possibility of advertising effectiveness.\"\/>Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in todays&rsquo; intensifying competition creating effective advertising campaigns becomes more and more of a challenge. Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the advertisement will be noticed, which in turn leads to reduced advertising effectiveness. Such phenomenon is especially relevant to outdoor advertising. Consequently, this research aims at determining the specific criteria of advertising elements that influence consumers&rsquo; visual attention to the brand presented in the outdoor advertisements. The specific criteria are determined in phases: 1. The elements of advertising that theoretically can influence consumers&rsquo; visual attention to the advertisement \/ brand are determined based on the analysis of previous scientific researches; 2. The sample advertisements regarding determined elements of advertising that theoretically can influence consumers&rsquo; visual attention to the advertisement \/ brand are composed based on the content analysis and advertising experts&rsquo; interview; 3. The eye tracking experiment using Tobii Eye Tracking Glasses is provided with the sample advertisements; 4. The specific criteria of advertising elements that influence consumers&rsquo; visual attention to the brand presented in the advertisements are determined based on the results of eye tracking experiment. The research reveals what and how the specific elements of advertising must be managed in order to attract consumers&rsquo; visual attention to the brand presented in the outdoor advertisements, which enhances the possibility to improve brand awareness, recall, and recognition, resulting in enhanced possibility of advertising effectiveness.<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Advertising effectiveness, brand, visual attention, eye tracking.\"\/>Advertising effectiveness, brand, visual attention, eye tracking.<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2016\/ETIMM_V01_2016_63.pdf\"\/><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2016\/ETIMM_V01_2016_63.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2016\/ETIMM_V1_2016_63.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n\t&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand Author Viktorija Grigali\u016bnait\u0117, Lina Pilelien\u0117, Classification JEL M31, M37 Abstract Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[17],"tags":[],"coauthors":[18],"class_list":["post-84","post","type-post","status-publish","format-standard","hentry","category-jetimm_2016"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/84","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=84"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/84\/revisions"}],"predecessor-version":[{"id":88,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/84\/revisions\/88"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=84"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=84"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=84"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=84"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}