TESTING EMOTIONAL AND VISUAL REACTIONS TO SELECTED ADS OF THE ABSOLUT COMPANY
TESTING EMOTIONAL AND VISUAL REACTIONS TO SELECTED ADS OF THE ABSOLUT COMPANY
Author(s): Ľudmila Nagyová, Janka Lenčéšová, Ingrida Košičiarová, Jana RybanskáSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Absolut Vodka; Advertisement; Brand; Eye Tracker; Face Reader; Logo; Neuromarketing;
Summary/Abstract: The Internet has caused significant changes in many areas of life. By connecting a large number of people, the mechanisms of marketing, communication and business have changed. Business opportunities have opened up to the new opportunities, and a new platform for marketing business activities has been created. Online advertising has become a companion to these changes. Nevertheless, it should kept in mind that both, current and offline advertising, often perceived as the synonymous to the print advertising, remains. The ad can reach the target audience through a variety of media. Successful advertising may not be presented in printed media only. Due to the high price, advertising loses its dominant position on TV. In addition, radio and TV advertising is not very targeted. The precise direction of the ad campaigns is nowadays extremely important. Due to the mentioned, the aim of the present paper is to evaluate the emotional and visual responses of a selected target group of respondents to Absolut Company ads through neuromarketing methods.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 223-255
- Page Count: 33
- Language: English