Eyes do not lie; investigation of the efficiency of outdoor advertising instruments by eye tracking technique: A neuromarketing application

Nowadays, where the effects of globalization are felt extremely, it has become inevitable for businesses to continue their activities with a competitive effort in order to survive. Businesses in markets where competition is intense, intensive information flow to be successful, identify customers' needs and have attached great importance to the development of new business designs. The failure of traditional market research and information gathering techniques to meet the needs of businesses, since it cannot always produce the desired results, it has become necessary to use new techniques and methods to collect the required information. Businesses frequently use advertising activities for the promotion of a new product or to increase the existing sales of an existing product and they want to be compensated for the expenditures made for these activities. It is necessary to measure the effectiveness of the advertisement in order to learn how the feedback for the advertisement after the advertisement is published. In the application that was made to investigate the communication efficiency of 25 outdoor advertisements located at the distance from Uşak University to Uşak bus station, data were collected from 32 participants (16 males and 16 females) with the convenience sampling method, using a questionnaire and neuromarketing method (eye tracker). As a result of the application made with the recognition method in order to measure the communication efficiency of the advertisement, the survey method is not fully sufficient to provide the real data that the business needs, the greatest criticism (research participants gave incorrect answers) to the recognition method reflects the truth, real data can be obtained from participants with neuromarketing method and it has been determined that the enterprise can reach the real data it needs.