Determination of visual effect of guerilla marketing samples with eye tracking analysis method

Nowadays, reasons such as increasing product variety and widespread online shopping have increased competition. This situation encouraged businesses that want to be one step ahead of their competitors to look for new ways to attract the attention of the consumer. Accordingly; guerrilla marketing, which aims to attract the attention of consumers in unexpected places and times, is one of the preferred methods. Businesses aim to have a permanent place in the minds of consumers with guerrilla marketing techniques and achieve these targets with the least cost. Businesses that want to have a permanent place in the minds of consumers test whether this method is effective after choosing the right method. The appropriateness of the advertisements such as advertisements, colors used in the advertisement, and the used music is important in ensuring the retention of the target audience. Accordingly, one of the methods that businesses use is neuromarketing techniques. In the study; 7 high brand awareness in Turkey's guerrilla advertising examples eye tracking was investigated using analysis method. The research was carried out with 30 volunteers from different age groups and professions. The guerrilla advertisement visuals of the brands determined by the volunteer participants were shown and the eye movements of the participants were recorded simultaneously with the Eye tracking analysis method. After the images were shown, a questionnaire including questions about their recall was applied to the participants. Findings were obtained by comparing volunteer participants' eye tracking analysis results and their responses to questionnaire questions. According to the findings; volunteer participants paid more attention to the message the brand wanted to give than the brand name. When the guerrilla ads that the participants remember the most and the eye tracking analysis of these ads are examined; It was determined that the items containing red color were remembered more than others. When recall rates are compared according to guerrilla marketing techniques; It was determined that the guerrilla advertisement made with the art of sticker art was remembered more than the others.