Using Eye-Tracking in Integrated Marketing Communication

Abstract

We can use neuromarketing to understand how consumers feel, think, and behave. Eye-tracking also gives us clues as to whether the tools we use in marketing communication can actually achieve the results we want. In this way, our messages will reach the masses much more easily and at less cost, making marketing communication more effective. Did the person receiving the message really notice the brand, logo, product, or was it just a fun activity for them? Eye-tracking can answer this question much more easily and with less cost, making marketing communication more effective. This chapter explores eye-tracking in marketing.