Empleo de técnicas de Neuromarketing para el análisis de la mejora de la eficiencia en la comunicación

Zusammenfassung

Advertising graphic communication is which uses graphic compositions to persuade the consumer to buy any product or service. This communication is currently used for posters and packaging. In this work the efficiency of the advertising graphic communication is analyzed by the advertising poster, using neuromarketing techniques as eye-tracking. It has selected a company dedicated to the sports market (gym), with a 20 people sample of both sexes and aged between 20 and 40 years (target of the brand). It has been shown two posters where they all try to promote the brand. Both posters are similar in composition, with differences in the structure thereof. By neuromarketing techniques, as is the eye-tracking, we evaluated the efficiency of the same. Graphic compositions show in both a person and the mark. The variation between both compositions is that the first is facing the front and the second is facing the brand. It has been observed higher efficiency for the poster that, through its design, has made the consumer fixing his gaze for a longer period of time in the brand. Opposite to this it has been considered less efficient the poster that users have set for a shorter period of time in the brand. It is found to exist in a considerable increase in the focus of the user's eyes on the mark for the composition which the person is watching the text, which indicates that there is a direct relationship between the gaze of the person towards the brand and the impact of this on the consumer.