سنجش اثربخشی تبلیغات با تمرکز بر چهره انسانی

نویسندگان

1 دانشگاه تهران پردیس البرز

2 دانشگاه تهران دانشکده مدیریت

3 پژوهشکده علوم شناختی و مغز دانشگاه شهید بهشتی

چکیده

تبلیغات بعنوان اصلی‌ترین راه برقراری ارتباط با مخاطب و مشهورترین شکل بازاریابی تنها زمانی می‌تواند زنده بماند و رشد کند که متمرکز بر اثربخشی باشد. همچنین چهره انسانی در تبلیغات به عنوان رایج ترین ابزار ارتباطی کارا، بخش مهمی از سرمایه های کلان تبلیغات را به خود تخصیص داده و استفاده از آن همچنان در حال توسعه است. با توجه به اهمیت سنجش اثربخشی تبلیغات و ناکارآمدی رویکردهای ارتباطی ما در این پژوهش بر آنیم تا با استفاده از رویکردهای ارتباطی و مشاهده ای بصورت مکمل و مقایسه‌ای، در قالب طرح آزمایشی، تاثیر استفاده از چهره انسانی را بر اثربخشی تبلیغات بسنجیم. پژوهش در بازه زمانی شش ماهه در مکان آزمایشگاه ردیاب چشمی پژوهشکده علوم شناختی دانشگاه شهید بهشتی انجام گردید. نتایج نشان می دهد استفاده یا عدم استفاده از چهره انسانی، بر توجه بصری مخاطبان به ویژگی های تصویری و متنی تبلیغ تاثیرگذار است، به نحوی که چهره انسانی منجر به جلب توجه بیشتر مخاطب به تبلیغ و خصوصا بخش تصویری تبلیغ می‌گردد. در نهایت تاثیر گذاری استفاده یا عدم استفاده از چهره بر اثربخشی تبلیغات در تعداد محدود آزمودنی با استفاده از ابزار مشاهده‌ای ردیاب‌چشمی قابل بررسی بوده و ابزار ارتباطی پرسشنامه تفاوت معناداری را گزارش نمی‌نماید. به عبارتی رویکرد مشاهده‌ای به عنوان مکمل اطلاعات حاصل از رویکرد ارتباطی، اطلاعات شناختی و احساسی که از پرسشنامه بدست نمی‌آید را ارائه می نماید.
 

کلیدواژه‌ها


عنوان مقاله [English]

Measuring the effectiveness of ads by focusing on human face

نویسندگان [English]

  • sepideh nasiri 1
  • Masoud Keymasi 2
  • negar Sammaknejad 3
  • Tahmours Hasangholi Pouryasouri 2
چکیده [English]

Advertising as the main way of communicating with the audience and the most popular form of marketing can only survive and grow in the long run, focusing on effectiveness. Also, the human face in advertising as the most commonly used communication tool, allocates a large part of the massive advertising capital and its use is still under development. Considering the importance of measuring the effectiveness of advertising and the inefficiency of our communication approaches, in this study, we will use a complementary and comparative observational approach in the form of a pilot project to measure the impact of using the human face on the effectiveness of advertising. The research was carried out in a six-month time frame at the location of the eye-witness lab of the Institute of Cognitive Sciences at Shahid Beheshti University. The results showed that the use or non-use of the human face influences the visual attention of the audience to the visual and textual features of the advertisement, in such a way that the human face leads to attracting more attention of the audience to the advertisement, especially the image section. Finally, the effects of using or not using the face on the effectiveness of advertising in a limited number of subjects can be evaluated using an ocular tracking tool and the communication tool of the questionnaire does not report a significant difference. In other words, the observational approach is presented as a complement to the information obtained from the communication approach, provides us with cognitive and emotional information that cannot be obtained from the questionnaire

کلیدواژه‌ها [English]

  • : Ad Effectiveness
  • Communication Approach
  • Observation Approach
  • Eye Tracker
  • Human Face
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