Examining the attention level of covid-19 public advertisement images with eye-tracking

Public service announcements are important in order to raise awareness of people, to warn them or to create a positive behavior change. In the Covid-19 epidemic, which spreads rapidly between countries, people's lack of knowledge about the transmission of the disease, the ways to prevent the disease and what to do after getting the disease, causes a panic environment and the rapid spread of the disease among people. Countries have started to broadcast public service announcements, which are cheap, easy to reach all segments of the society, fast and effective method in order not to collapse the health system and to respond to the treatment needs of the society. However, due to the urgent broadcasting of public service announcements, sufficient data could not be obtained about how effective it is on people, as well as its deficiencies. The effectiveness and development of public service announcements has been the subject of research by academics. Academics aimed to contribute by conducting theoretical or experimental research. With neuromarketing methods, which have been used in many areas recently, the positive or negative reaction of individuals to public service announcements can be measured. By measuring the biological, neurological and psychological reactions of the individual to the public service advertisements, the deficiencies and effectiveness of the advertisements can be determined. By using these measurement techniques, more effective public service announcements can be designed. In this thesis, the concept and development of public service ads, public service announcements in the field of health, videos shared on the Covid-19 information platform on the official page of the Ministry of Health, its subject and contents, the concept of neuromarketing, the superior and weak aspects of neuromarketing techniques, ethical aspects and neuromarketing studies are discussed. The attention level of the images taken from the public service ads and videos shared by the Ministry of Health during the Covid-19 process was investigated by the Eye-Tracking method, which is one of the neuromarketing research methods.Research; An experimental study was carried out with a total of 30 volunteer participants, 15 women and 15 men at the Fırat University Marketing and Neuromarketing Research Center. Evaluating the images taken from the public service ads and videos prepared by the Ministry of Health using neuromarketing techniques, which have become widespread recently, will enrich the development of the marketing literature. Covid-19 will enable more efficient use of public resources by trying to understand people's behavior, interest and impact on public spot images and video images. The lack of a comprehensive study in the literature using heat map and gaze graphics, which is the analysis of the Eye-Tracking method, in the experimental study in this field makes the research valuable.