Creating of effective product photography from perspective of neuromarketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000372" target="_blank" >RIV/04274644:_____/18:#0000372 - isvavai.cz</a>

Výsledek na webu

<a href="http://emijournal.cz/wp-content/uploads/2015/08/02_CREATING-OF-EFFECTIVE-PRODUCT-PHOTOGRAPHY.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2015/08/02_CREATING-OF-EFFECTIVE-PRODUCT-PHOTOGRAPHY.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

Creating of effective product photography from perspective of neuromarketing

Popis výsledku v původním jazyce

Using neuromarketing in marketing communication can increase its effectiveness in communicating with the customer. By neuromarketing, we try to ascertain as much as possible how the brain works in the process of buying and we try to make marketing activities more effective. The paper focuses on the area of neuromarketing research, especially on the application of the Eye Tracking research method. The aim of the paper is to find the most effective composition of photography by comparing the created photos from the area of jewelry in several different modifications. The photos were tested using the Eye Tracking method and further verbally evaluated by respondents using a questionnaire survey. The output of the testing are so-called "heat maps", which show where the respondents focused their view the most, what attracted their attention, whether the advertising message was successful and where its deaf places were located. The survey shows that the stylization of product photos is very important when presenting the product.

Název v anglickém jazyce

Creating of effective product photography from perspective of neuromarketing

Popis výsledku anglicky

Using neuromarketing in marketing communication can increase its effectiveness in communicating with the customer. By neuromarketing, we try to ascertain as much as possible how the brain works in the process of buying and we try to make marketing activities more effective. The paper focuses on the area of neuromarketing research, especially on the application of the Eye Tracking research method. The aim of the paper is to find the most effective composition of photography by comparing the created photos from the area of jewelry in several different modifications. The photos were tested using the Eye Tracking method and further verbally evaluated by respondents using a questionnaire survey. The output of the testing are so-called "heat maps", which show where the respondents focused their view the most, what attracted their attention, whether the advertising message was successful and where its deaf places were located. The survey shows that the stylization of product photos is very important when presenting the product.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Economics Management Innovation

ISSN

1804-1299

e-ISSN

1805-353X

Svazek periodika

10

Číslo periodika v rámci svazku

2/2018

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

11

Strana od-do

16-26

Kód UT WoS článku

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EID výsledku v databázi Scopus

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