Effect of visual cues on static advertisement viewing patterns

Abstract

In conditions of hard competition in consumer products markets, advertising becomes one of the main measures helping business companies to encourage people to choose their products. In business as well as in scientific societies, the elements enhancing advertising effectiveness becomes one of the most discussed questions. Accordingly, this article deals with this topic by solving a scientific problem – is there and what is the effect of visual cues on static advertisement viewing patterns? The aim of the research is to determine the effect of visual cues on static advertisement viewing patterns. The neuromarketing research method – eye- tracking – is performed to determine the most effective visual cues in static advertising; managerial implications regarding the usage of visual cues are provided based on the research results.