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This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.

An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users.

The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention.

The paper draws several implications for the marketing literature, hospitality management and society in general.

The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.

Este estudio analiza la eficacia de un banner promocional estático ubicado en un sitio web de reservas de un hotel en términos de captación de la atención visual del visitante examinando cómo este efecto depende del grado de experiencia del usuario en Internet.

Se llevó a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los análisis fueron la posición del banner en el sitio web y la experiencia de los participantes como usuarios de Internet.

Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la página web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atención visual que atraen tales posiciones. El análisis de mediación mostró que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atención más cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afectó su atención visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atención del usuario.

El artículo presenta una serie de implicaciones para la literatura de marketing, la gestión hotelera y la sociedad en general.

Nuestro estudio es el primero en analizar el impacto de la posición de un anuncio estático en la atención visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

本研究分析了位于酒店预订网站上的静态促销横幅在吸引访问者视觉注意力方面的效果, 并探索了这种效果如何受到用户的互联网体验程度的影响。

本文除了采用自填问卷的方式, 还使用眼动追踪方法进行了实验。通过眼动追踪技术, 记录了参与者在浏览一般酒店网站时的眼动情况。分析中使用的因素是网站上横幅的位置和参与者作为互联网用户的体验。

调查结果显示, 将横幅定位在网页上的某些位置可能会导致更佳的记忆, 这种效果在一定程度上是由于横幅的位置吸引了视觉注意力。调解分析表明, 横幅在右下角和左下角的位置对的回忆有负面影响, 部分原因是这些位置引起的注意时间较短、固定次数较少。虽然访问者的互联网体验水平影响了他/她对横幅的视觉注意力, 但其对横幅记忆的影响并不显著。讨论结果时考虑到了某些变量在吸引用户的注意力方面具有更明显的效果。

本文对市场营销文献、酒店管理和社会都具有一定的借鉴意义。

本次研究是第一个分析静态广告的位置对用户视觉注意力和记忆的影响的研究, 考虑到用户的互联网体验程度。

The objective is to examine the influence of articulation on the effectiveness of sports sponsorship.

This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).

Even though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.

This is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.

This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables.

Data were collected through a within-subject, between-groups experimental design based on eye-tracking methodology, followed by a self-administered questionnaire. Participants were instructed to visit three e-tourism tools, namely, a hotel’s blog, a social network (i.e. Facebook) page and a virtual community (i.e. TripAdvisor) page.

This research uncovers the main determinants of consumers’ self-reported recall of banner ads. The study offers empirical insight regarding the positive impact of fixation counts and visit duration on consumer recall. The findings also reveal that the impact of these measurements on consumer recall is moderated by the level of animation of the advertisement, while the number of fixations is moderated by the level of consumer engagement. Overall, the results suggest the usefulness of eye-tracking methodology in assessing the advertising effectiveness of e-tourism tools.

The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical applications. Scholars are therefore encouraged to further test the research propositions, including in longitudinal or mobile/smartphone-based research.

The authors offer a pioneering attempt in the application of eye-tracking methodology to online, e-tourism-based service innovations and examine the possible impact of visual marketing stimuli and their effects on user social network-related behavior.

The purpose of this study is to reduce the semantic distance by proposing a model for integrating indexes of textual and visual features via a multi-modality ontology and the use of DBpedia to improve the comprehensiveness of the ontology to enhance semantic retrieval.

A multi-modality ontology-based approach was developed to integrate high-level concepts and low-level features, as well as integrate the ontology base with DBpedia to enrich the knowledge resource. A complete ontology model was also developed to represent the domain of sport news, with image caption keywords and image features. Precision and recall were used as metrics to evaluate the effectiveness of the multi-modality approach, and the outputs were compared with those obtained using a single-modality approach (i.e. textual ontology and visual ontology).

The results based on ten queries show a superior performance of the multi-modality ontology-based IMR system integrated with DBpedia in retrieving correct images in accordance with user queries. The system achieved 100 per cent precision for six of the queries and greater than 80 per cent precision for the other four queries. The text-based system only achieved 100 per cent precision for one query; all other queries yielded precision rates less than 0.500.

This study only focused on BBC Sport News collection in the year 2009.

The paper includes implications for the development of ontology-based retrieval on image collection.

This study demonstrates the strength of using a multi-modality ontology integrated with DBpedia for image retrieval to overcome the deficiencies of text-based and ontology-based systems. The result validates semantic text-based with multi-modality ontology and DBpedia as a useful model to reduce the semantic distance.

Looks at the opinions and attitudes of advertisers and agencies with regard to pre‐testing and pre‐test methods in a small market like Belgium. Evaluates the criteria of the study into four components: motivation and/or behaviour; attitude and attitude change; visual impact and recall; and information transfer. Reveals that the importance attached to the criteria increases in the same order. Concludes that the respondents are relatively favourable to message ratings, but have a negative attitude to forced exposure ratings.

Suppose you had a vertical file and wanted to convert it to a computer‐based file. What would you need? In a computer‐based vertical file system, documents such as pages of text, booklets, newspaper clippings and photographs are stored in files that can be accessed by computer. A scanner is used to enter documents into the system. The documents are indexed by manual indexing, automatic full‐text indexing or both, and they are kept in computer disk storage. Document management software is used for indexing and document retrieval. Vertical file users can view stored documents on a computer screen, copy page images to a floppy disk, or print the images.

The purpose of this paper is to examine the impact of recalling visual and child-oriented product packaging elements vs informational content on children’s influence on household purchases.

The study was conducted using quantitative research among 100 French consumers of breakfast cereals aged six to 11.

The paper challenges previous findings. First, the recall of the various types of packaging elements was equivalent across age groups. Second, the impact of visual and child-oriented element recall on purchase influences was high, especially for younger children, but not superior to the impact of recalling informational packaging elements. Third, adding information and other elements to visuals reduced young children’s intentions to influence purchases, suggesting that the overload – not the nature – of elements has a negative impact. Fourth, packaging recall seemed weakly related to purchase influence – at least for well-known brands.

Further research on larger samples will allow to encompass potential moderators such as brand context, consumer context and packaging stimulus. Research should also compare the positive (reassuring) influence of adding informational elements on mothers to the negative one it has on children’s influence.

These findings can be used to wisely plan retailers’ packaging strategy. But all in all, retail packaging represents only one of the many factors which impact upon children’s diet and food consumptions and should be reassessed in the face other influences.

The findings challenge and expand one’s knowledge on the relationship between children and the relative influence of child-oriented elements and information, across age groups.

Graphic health warnings (GHWs) on tobacco product packaging constitute one component within a multifaceted set of tobacco control measures. This study aims to understand whether consumers’ attention to GHWs will be associated with recall and quit intentions, using Australia as the case for this study.

Using the 14 GHWs currently in market as visual stimuli, non-probability intercept sampling was conducted, eye tracking and post-survey datasets were collected from a total of 419 respondents across three Australian cities.

Results show the front graphic image areas draw initial attention and the Quitline message area holds the longest attention duration. Attention is highly correlated with better quality of recall of health warning information, emotive responses, believability ratings among smokers and smokers’ perception of health risks and quit intentions. Associations are also noted with perceived health risk and quitting intentions.

To the best of the authors’ knowledge, this is the first study that has objectively tested the effectiveness of in-market tobacco GHWs in Australia and highlights eye tracking as a valid measurement approach that can enhance and drive new insights to evaluate consumer behaviour towards visual stimuli. This study extends new knowledge around the physiological relationships between viewing behaviours, health vulnerability perceptions and intentions to quit smoking, which has theoretical implications for the extended parallel process model which underpins this research.

As sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.

In total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.

The study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.

The findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.

While there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.

The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures.

This study is part of neuromarketing research applied to sports. The experiment entails eye tracking with 111 men and 129 women (n=24) with 24 sports posters of three different disciplines (sailing, tennis and F1), varying the congruence, the number of sponsors and the position (2×2×2). The data are analyzed via analysis of covariance and regression using ordinary least squares.

Brand recall is influenced by the number of sponsors present on the poster and by the time of fixation. Effective and perceived congruence covariance the purchase intention, but the full time of fixation on the sponsor does not. The latter only, purchase intention indirectly.

The results enable managers to implement better poster designs and sponsors to have objective measures of sponsorship.

There are few studies that analyze print media in sponsorship using neurophysiological techniques. This research is a pioneer in considering attention to sports posters to examine recall and purchase intention.