The Power of Direct Context as Revealed by Eye Tracking: A Model Tracks Relative Attention To Competing Editorial and Promotional Content

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

The Power of Direct Context as Revealed by Eye Tracking: A Model Tracks Relative Attention To Competing Editorial and Promotional Content

Edith Smit and Sophie Boerman

University of Amsterdam

Lex van Meurs

GfK

MANAGEMENT SLANT

  • Direct context in magazines influences attention paid to advertisement elements.
  • The effects of both the use of colors and of a large amount of text in the direct context is notable.
  • The most effective position for an advertisement is on the right-hand page, next to an article or illustration without too many colors.
  • Although the top of the page traditionally has been regarded...

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