Congruence and placement in sponsorship: An eye-tracking application

2019

Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. …