Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand

Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in todays’ intensifying competition creating effective advertising campaigns becomes more and more of a challenge. Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the advertisement will be noticed, which in turn leads to reduced advertising effectiveness. Such phenomenon is especially relevant to outdoor advertising. Consequently, this research aims at determining the specific criteria of advertising elements that influence consumers’ visual attention to the brand presented in the outdoor advertisements. The specific criteria are determined in phases: 1. The elements of advertising that theoretically can influence consumers’ visual attention to the advertisement / brand are determined based on the analysis of previous scientific researches; 2. The sample advertisements regarding determined elements of advertising that theoretically can influence consumers’ visual attention to the advertisement / brand are composed based on the content analysis and advertising experts’ interview; 3. The eye tracking experiment using Tobii Eye Tracking Glasses is provided with the sample advertisements; 4. The specific criteria of advertising elements that influence consumers’ visual attention to the brand presented in the advertisements are determined based on the results of eye tracking experiment. The research reveals what and how the specific elements of advertising must be managed in order to attract consumers’ visual attention to the brand presented in the outdoor advertisements, which enhances the possibility to improve brand awareness, recall, and recognition, resulting in enhanced possibility of advertising effectiveness.