Open AccessNeinvazinių galvos smegenų elektrinio aktyvumo tyrimų metodų ir žvilgsnio sekimo sistemos taikymo galimybės reklamos efektyvumo vertinimui
Author(s) -
Viktorija Grigaliūnaitė,
Lina Pilelienė
Publication year - 2015
Publication title -
management theory and studies for rural business and infrastructure development
Language(s) - English
Resource type - Journals
eISSN - 2345-0355
pISSN - 1822-6760
DOI - 10.15544/mts.2015.19
Subject(s) - neuromarketing , eye tracking , marketing research , tracking (education) , psychology , advertising , computer science , marketing , business , artificial intelligence , pedagogy
The application of the non-invasive brain electrical activity and eye-tracking research methods for the assessment of advertising effectiveness are being analyzed in the article. Traditional marketing research methods are not always sufficient for the complete assessment of advertising effectiveness, thus neuromarketing research methods are often applied to clarify it. Nevertheless, due to the absence of the methodologies of neuromarketing research methods application for evaluating marketing activities, it is important to reveal the possibilities of applying the specific methods for the assessment of advertising effectiveness. The aim of this article is to determine the possibilities of applying non-invasive brain electrical activity and eye-tracking research methods for the evaluation of advertising effectiveness. While achieving the aim of the article, the logical analysis and synthesis of the scientific literature is applied. As a research result, the guidelines for the selection of non-invasive brain electrical activity and eye-tracking research methods for the assessment of advertising effectiveness are formed. Latter guidelines are relevant for the organizations performing neuromarketing researches in both academic and business levels.