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The placement of imagery in a print advertisement is of paramount importance, as it dictates the effectiveness of core message delivery. The presentation focuses on certain tips and tricks to increase the efficiency and effectiveness of the print advertisement.
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Increasing
efficiency
of Print
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“It is not the employer who pays the wages.Employers only handle the money. It is thecustomer who pays the wages”. - Henry Ford
The customer arguably is the most
important cog in the organisational
machine. Everything the decision
makers do, everything a marketer
does – its final aim is to have a
content customer, who comes back
again and again to buy the product.
Understanding consumers is the most important trick of the trade!
WHICH SPECIFIC STIMULUS LEADS TO THE CONSUMER PURCHASING THE PRODUCT OR THE SERVICE?
However, today's marketers use brain
tracking tools to try and understand the
consumer’s behavioural patterns. This field
of study is popularly known as ‘Neuro-
marketing’.
• What does a consumer view in a print ad?
• How does a consumer react to a specific stimulus?
All these questions can be answered by
neuroscience.
It is difficult to point out to one specific
stimulus that led to the consumer
purchasing the product or the service.
Digging
deep
into
Neuromarketing
The image above represents the gaze path of a viewer.
The person starts from the middle of the page, and
slowly moves towards the baby’s face (where he
spends maximum time), before moving towards the
headline. Here, the consumer’s attention is mostly
concentrated on the baby’s face rather than the
headline. This is surely not what a marketer wants.
So, how then can a marketer ensure that the consumer
concentrates on the headline rather than the object?
The answer lies in smart usage of imagery. In the above
image, the baby is looking directly at the viewer. This
essentially leads the viewer to simply look back at the
baby and not really anywhere else.
NEUROMARKETING STUDYEXAMPLE 1:
People’s reactions todifferent stimuli being usedin a print advertisement,with the help of eye trackingtechnology.
Experiment conducted by James Breeze
In the above image, you can see that the baby’s
placement in the ad is slightly modified. Here, the
baby is looking at the headline. You can see the
gaze path moving faster towards the headline. The
viewer also spends comparatively more time on the
headline in this image. This reaction in the viewer
was fostered by the main object in the image
looking towards the headline.
Let’s see what happens when the image is slightly modified.
Most beauty and hair care products follow a simple
‘model looking out, with a product shot in the
front’ template. The above image shows the heat
map of 200 people viewing it. Here, most of the
viewers concentrated on the model’s face (for a
pretty good reason, we’d say). Only 6% of the
viewers looked at the product.
Example 2:
This time the study is
conducted by using heat
maps. This case study comes
from the house of ‘Think Eye
Tracking’.
And Voila! The result? A staggering 84% of the viewers now looked at the product. So, we can see that by using
simple tricks in the imagery, we can guide a viewer around the graphic helping them concentrate on the more
important things that the marketer wants to communicate.
Now, we already know from our
example earlier, what needs to
be done. Let’s see if a simple
change in the image can lead to
better results?
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