Integrated Advertising in TV content: visual attention and cognitive recognition in young and in older adults

Abstract

The aim of this study is to address the lack of research on effectiveness of Advertising in TV content, studying and measuring objectively (Eye Tracker) how the audience pays attention and processes this Integrated Advertising. The data shows in what extent the visual attention delivered to Integrated Advertising elements is related to the subsequent recognition of the Advertising and the Brand, and if this process differs among subjects, younger and older adults. The results suggest that attention processing of Integrated Advertising occurs at different levels, the first level being the pre-conscious, pre-attentive and involuntary, the level in which the eye fixations of the subjects are delivered in Advertising elements unconsciously; according to various selection mechanisms, advertising ítems are processed at a higher level until being recognized by the viewer. Consequently we do believe TV, and precisely the inclusion of symbiotic Integrated Advertising, is indeed a very effective communication tool for brands. This tool, Integrated Content Marketing, can fulfil effectively a vast range of Brand Communication needs. This contribution to the study of Advertising from the perspective of Cognitive Psychology deals with new issues on Integrated Advertising, answering questions and setting out new ones, and opens the door to further research on Advertising from an interdisciplinary perspective.