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...