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Publications Store - GMR 2012
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking.
Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
Where Do You Really Watch When You Are Seeing?
A Case in Product Placement Using Eye Tracking
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Author(s): Mike Hess, Karina Besprosvan Collection: WM3 - Worldwide Multi Media Measurement 2008 Keywords: Audience Research, Eye Tracking |
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| EUR 15.00 Members: EUR 12.00 |  |
This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television.
As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising.
We compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.
Date of publication: 01.06.2008
ISBN: 92-831-0222-3
Order Code: S330_08
Number of pages: 15
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