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How to optimize sales flyers – novel experiment design

Kristian Pentus (Faculty of Economics and Business Administration, University of Tartu, Tartu, Estonia)
Kerli Ploom (Faculty of Economics and Business Administration, University of Tartu, Tartu, Estonia)
Andres Kuusik (Faculty of Economics and Business Administration, University of Tartu, Tartu, Estonia)
Tanel Mehine (Faculty of Economics and Business Administration, University of Tartu, Tartu, Estonia)

Baltic Journal of Management

ISSN: 1746-5265

Article publication date: 29 January 2018

Issue publication date: 24 April 2018

Abstract

Purpose

The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it.

Design/methodology/approach

The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers.

Findings

The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers.

Research limitations/implications

This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment.

Practical implications

The paper includes implications for designing better sales flyers.

Originality/value

To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.

Keywords

Acknowledgements

This paper forms part of a special section “The retail sector: technology, competitiveness, and consumer insights”, guest edited by Brent McKenzie, Steve Burt and Igor Dukeov.

Citation

Pentus, K., Ploom, K., Kuusik, A. and Mehine, T. (2018), "How to optimize sales flyers – novel experiment design", Baltic Journal of Management, Vol. 13 No. 2, pp. 191-208. https://doi.org/10.1108/BJM-05-2017-0132

Publisher

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Emerald Publishing Limited

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